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Save the Childrens Moms the Word! Social Media Campaign Celebrates Motherhood Media Networks, Inc.

Supports the Social Media Campaign with Media Sponsorship


Stamford, CT (May 11, 2012) Save the Children, an international not-for-profit organization creating lasting change in the lives of children in need, has launched its Moms the Word! campaign with the support of corporate partners including Media Networks, Inc., a division of Time Inc. Moms the Word! is a social media campaign on Facebook designed to raise support for the organizations many programs serving mothers in the U.S. and around the globe. Mothers are welcome to visit the page to ask questions, get support and share their successes. Being a mother is a demanding, rewarding, and full-time job that requires a tough balancing act, said Carolyn Miles, president and CEO of Save the Children. No mother can do it alone, so we are pleased to launch Moms the Word!, a platform to help mothers with young children get the advice they need. We could not have brought this campaign to life without our generous corporate partnersThanks to all of you for making this goal a reality. The campaign, created by Fenton Communications, targets moms with children through age five and celebrates all of the moments in life, big and small, that make motherhood wonderful. These moments are brought to life through the idea of a MomWin. The very nature of MomWin derives from the popularity of the fail hashtag (#fail) and win hashtag (#win), which are so popular in todays lexicon. Save the Children consulted with mommy bloggers, and they all agreed that a program to support mothers should focus on the positive, hence the #momwin hashtag on Twitter . The campaign has received media and promotional support from Media Networks, Inc., the targeted-marketing division of Time Inc. MNI has donated ad space for the campaign in American Baby, Parenting Early Years, Parents, Newsweek, Time, Real Simple, Food Network Magazine, and O, The Oprah Magazine, among others. The full-page print ads play a crucial role in raising awareness for the social media campaign. According to an Ipsos Mendelshon study of affluent consumers, readers of the MNI publications are more likely to be classified as heavy contributors to charitable organizations for the following reasons: One in four (26%) of the affluent readers have made a donation online. The readers are 32% more likely (132 index) than the typical affluent consumer to donate to charity via the internet.

MNI is extremely proud of its continued partnership with Save the Children and support of

its Moms the Word! social media campaign, said Rob Reif, President of MNI. Magazines excel at driving engagement on the internet, and serve as a great platform for building social media relationships with readers. Thats why were so devoted to driving awareness for Moms the Word! with print ads in our distinguished titles. Moms the Word! has also received corporate support from Club Med, Skype, and Working Mother Magazine. Moms the Word! launched with generous support of three presenting corporate partners: Johnson & Johnson, Mattel, and Brookstone. Celebrities Alyson Hannigan (How I Met Your Mother) and Melissa Joan Hart (Sabrina, the Teenage Witch) have expressed their support online for the campaign. The social campaign also reflects the social-scrapbooking trend: In addition to getting advice via Facebook, many of todays moms use the network to share photos and videos of their kids, which they are welcome to do on the Moms the Word! page.

### ABOUT MNI The leader in target market advertising for more than 40 years, MNI (www.mni.com) has relationships with premier print and digital publishers. These relationships give marketers the ability to advertise in acclaimed national magazines and on leading websites on a ZIP code-specific basis. By partnering with top publishers like Hearst, Hachette Filipacchi, and Meredith Publishing Group, as well as trusted online content providers like iVillage, and About.com, MNI connects with consumers both demographically and geographically, providing maximum reach without waste. MNI is a division of Time Inc., a wholly owned subsidiary of Time Warner, Inc., the worlds leading media and entertainment company (NYSE:TWX). About Save the Children Save the Children is the leading independent organization creating lasting change in the lives of children in need in the United States and around the world. Recognized for our commitment to accountability, innovation and collaboration, our work takes us into the heart of communities, where we help children and families help themselves. We work with other organizations, governments, non-profits and a variety of local partners while maintaining our own independence without political agenda or religious orientation.