Similac Contest To Reward Young Mothers With Paychecks

Banking on the assumption that most mothers of young children feel their work is undervalued, Abbott's Similac brand is again sponsoring a nationwide contest to give at least one such mom a $135,000 paycheck.

The amount is what Salary.com says a young mother's work is worth.

The contest, which ends May 31, launched yesterday at SimilacMomsPayday.com and invites mothers and mothers-to-be to submit a photo of their favorite "mom job" with a caption.

Ross Products, a division of Abbott, will promote the contest via PR, FSIs, shelf tear pads, tear pads in health care professionals' offices, direct mail and e-mail to people registered at its WelcomeAddition.com site as well as the microsite. At SimilacMomsPayday.com, users can also get coupons as well as business cards declaring themselves to be Chief Mom Officer.

In addition to the grand prize of $135,000, Abbott will award 10 first prize winners with a week's salary worth $3,000.

A spokesperson for Ross Products says the company also will do some PR around the contest with Salary.com nearer to Mother's Day in May, but she could not be specific.