95% of moms say they’ve felt judged for their parenting choices. And with social media going non-stop, the Mommy Wars have gotten pretty heated. As a baby brand dedicated to supporting moms, Similac wanted to stop the judgment with the #EndMommyWars activation.

First, we made the Mommy Wars real by following and filming seven women to see how judgment affected them. We pushed the film out on social media, linking it to a microsite that magnified our message with sharable content and real moms’ Mommy War Stories. Bloggers and celebrity moms joined in. Posts, tweets, blogs, news stories, e-cards, stickers, safe zones and tattoos became the weapons to stop the judgment.

I supervised all the digital work from microsite to Facebook to Twitter to CRM to sharable content for bloggers to create a powerful ecosystem that had 1.1 billion media impressions in 2 months. Check out the Case Study from our Cannes entry for all the details.