It’s not easy being a mom, especially in today’s judgmental world of social media. With this in mind, Yoplait has launched a new campaign-- from 72andSunny New York, in partnership with Fast Horse and Mindshare--to help “disarm the judgment” through a blend of humor, confidence-building and empathy for all of those taking on the role of mom.
Debuting today, Yoplait is anchoring its new brand campaign platform, “Mom On,” with an all-new TV spot of the same name. The 60-second spot features a montage of moms from all walks of life confidently narrating their feelings about situations and issues that commonly elicit judgment, such as working from home, breastfeeding and having kids later in life. The women in the spot are unapologetic about their choices, a nod from Yoplait to all of the moms making the best choices for themselves and their families.
Also, this summer, Yoplait is partnering with the comedic Facebook web series, #IMOMSOHARD. Yoplait has teamed up with the comedians and mothers behind the series, Jen Smedley and Kristin Hensley, to bring the duo’s “Mom’s Night Out: Summer Break Tour” comedy tour to 40 markets across the country. Through a night of camaraderie, Yoplait and #IMOMSOHARD will unite moms across the country in laughter about the ups and downs of motherhood.
The partnership between Yoplait and #IMOMSOHARD also includes an undercover social experiment video demonstrating that moms have more support than they likely realize. Produced and distributed by The NBCU Content Studio, “Moms Undercover” uses a hidden camera set-up to test if moms would help a fellow mom in a tricky parenting situation, or simply sit back and judge. The video, which was also produced with Broadway Video Enterprises through their recently announced relationship with The NBCU Content Studio, features Hensley and Smedley and reveals that moms overwhelmingly support each other when given the opportunity. The hidden camera video premieres today on social media channels, where moms often feel the brunt of mom judgment.
The campaign is based on a study conducted by Edison Research which found that 75% of moms agreed that mothers would be happier if they felt less judged; that nearly one in three moms (29 percent) adjust their parenting decisions in public because they worry others will judge them, and that one-third of moms (32 percent) say they choose not to post, share or comment on social media because they worry others will judge their parenting.