Moms receive unwanted advice from everyone on everything–how to control a public tantrum, what to feed their kids and, of course, breastfeeding. To combat this noise and make a statement about all the unwanted criticism and judgement, Yoplait and 72andSunny New York have created 1-833-MOM-TIPS, a fully functional (and fully sarcastic) tip line for everyone full of opinions on how a mom should raise her children.
The tip line is a continuation of Yoplait’s 'Mom On' campaign, which launched this past summer and is focused on disarming the judgment moms experience every day over their parenting choices. No matter how they choose to parent, there’s always someone who believes they should be doing it differently. Except now, moms won’t have to listen, thanks to 1-833-MOM-TIPS.
The tip line greets callers with a menu of “press X”-style prompts for categorizing complaints based on the never-ending list of scenarios moms are judged for – from career choices to personal social media presence. Open for business as of today, the tip line launches with a 60-second infomercial-inspired video that will run online and on Yoplait’s social channels. The video opens in a call center, and features a handful of situations where moms frequently receive unwanted judgment – and dryly encourages judgers to call 1-833-MOM-TIPS instead of sharing their thoughts with mom herself.
In addition to the video, the campaign also includes street-level flyers and posters, partnerships with social influencers, and bumper stickers and shirts for moms and kids that boldly ask “how’s my momming/how’s my mom doing?” along with the number for the tip line. All efforts encourage moms to call the tip line themselves and have a much-needed laugh at the endless menu of relatable options.
1-833-MOM-TIPS was developed for Yoplait from 72andSunny New York, in partnership with Mindshare and Fast Horse.