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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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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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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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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