2. Challenge
‣ Bring to life the seriousness of maternal deaths
‣ Create a movement around the issues of
maternal mortality around the world
‣ Build an EveryMotherCounts.org mom
community
‣ Leverage the Mom-entum community to fulfill
our mission
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3. Big Fuel Approach
‣ “Market with moms, not market to moms.”
‣ We reached out to and hand-picked 11 moms
with social influence
‣ One mom created a closed Facebook page for
ideation
‣ Each mom played a role in the development
of the initiative
‣ Each mom leveraged their connections with
their social graphs, press contacts, and brand
relationships (ex. Lifetime Moms)
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4. Program Execution: Moms 4 Moms Day
THE IDEA
Americans will spend approximately $14.6 billion this year on gifts for Mother’s
Day, according to the National Retail Federation.
What if 1% could go to a cause and making Mother’s Day truly Mother’s Day for
Moms in need? We reached out to and hand-picked 11 moms with social
influence.
THE ASK OF MOMS AND COMMUNITIES
‣ Micro-donating through Save the Children
‣ Donating old cell phones through Hope Phones
‣ Join the #Moms4Moms Twitter party
‣ Write a blog post and post on a universal day
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5. Program Results: Moms 4 Moms Day
‣ 21.3 Million Impressions
‣ Over 5,000 tweets in 2 hours
‣ Over 1,000 Twitter authors
‣ Media pick-up on 247 news sites
‣ 175+ mom blogs
‣ Picked up and supported by:
- Pepsico
- ABC News
- Women Global Care
- Next for Women
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