"Motrin Moms" and the Case of "MotrinGate"

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Published 11.17.2008 | Permanent Link | Comments (2)

If you already know what my headline means just skip the rest of this paragraph. If not, first watch the Motrin commercial, for now available on YouTube. Motrin, maker of the famous pain reliever, set off a "Twitter Storm" this weekend when it launched a viral video/ commercial suggesting that moms use Motrin to relieve the pain of wearing their babies in slings/ baby carriers.

Within hours of the commercial's release, moms were Twittering, blogging and making video responses (see video below) to how downright insulted they were by Motrin's video. And, rightly so.

Motrin's commercial fell flat on many levels, but perhaps the most egregious was equating babywearing to a fashion, albeit painful, statement. Akin to wearing stilettos. I am so tired of babies being equated to accessories. The mainstream media (which is generally out of touch) is forever doing this. ANY implication is just downright insulting. Yes, there is a baby boom happening in this country but it has nothing to do with Brangelina. It's because Gen Y is a much larger generation than Gen X. Do the math. Parents are not having babies because it's fashionable.

Moreover, I remember back when I first launched Alpha Mom, just a few years ago, babywearing was not as ubiquitous as it is today. In fact, babywearing was seen as an "alternative" parenting style (and not always portrayed positively) as opposed to today when it's just another common and practical decision most moms make. Kind of like, am I going to use Motrin or Tylenol? So, when Motrin comes out and says that babywearing causes back pain? Ooooh, that's not only wrong, but also re-opening a sore spot.

So, going back to MotrinGate....

As Twitter went ablaze and tweets about Motrin tagged as #motrinmoms climbed to the #1 position in Twitter, social media watchers like Robert Scoble and Mashable started picking up on the protest. Then big time media like FastCompany picked up the story. My bet is it makes Brandweek or the likes, much like Camp BabyGate did back in March.

Unfortunately for Motrin, not one peep from their team until late Sunday night almost 24 hours after the social media brouhaha started. Since then, the Motrin website has been down and an official apology sent personally to those who submitted email complaints.

Most of the blog posts I have read about the Motrin debacle have suggested steps for Motrin and its PR/ Marketing team in this weekend's wake. They have included making a formal apology. They have included suggestions for hiring social-media-savvy moms. Some have said forget the "focus group."

That last one particularly got my attention because I doubt this Motrin commercial was shown to a "focus group" of moms. Two weeks ago we launched Alphamom Labs to connect our community of moms with the marketers who want to know how to improve their products and services. And, we're also in conversations with companies who want to refine their marketing messages by dialogging with real moms through Alphamom Labs. These companies are proud of the products they create for families and they want to make sure that in the short time that they have a mom's attention, that she will be able to understand their product or service clearly.

It's too late in the evening and I'm too tired to find the reference right now, but one pretty famous and successful example of testing advertising and marketing messages on a target audience is the uber-successful Axe men's personal care product ad campaign by Unilever. As I understand it, no Axe ad campaign or video ever gets released unless their "focus group" of real Axe guys approve it. As the story goes, the top Unilever brass was very much concerned about some really racy and controversial commercials but their real Axe guys LOVED them, so Unilever management got out of the way and the advertising campaigns have gone on to be a huge success for the company.

I guess the key takeaway for Motrin from that example is that if you are going to release a viral web video, please make sure you position it for web moms and their values.

In conclusion (because I'm really boring myself now) I will leave you with one tactical crisis management suggestion that I think is terrific. Gwen Bell suggests (she's not a mom, but she sure does understand us):

I have an idea for what Motrin could do to appease #motrinmoms. Make a new vid - of the male execs #babywearing as they go about their day.

Personally, I love me some ibuprofen (when I need it, that is). So, I hate to see stumbles like this from makers of a fine product.

I'm sure Motrin will continue with the mea culpas. But I sure would like to see them make that video Gwen suggested. Now, that would be fun.

As promised, the video response by Katja Presnal:

Photo credit: Mom-101

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Cyberbullying & What to You Need to Understand

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Published 10.25.2008 | Permanent Link | Comments (0)

We have written about the bullying epidemic and how technology has made this age-old issue more intense and pervasive.

What I have recently learned is that kids who would have typically have not participated in an in-person bullying incident often become active participants in cyberbullying. And, it makes complete sense. Just think about how common "trolling" on the internet has become in our adult world? At the end of the day, a troll is a grown-up version of cyberbully.

If you're as an active user of the internet as I am, which I suspect you are, then you have come across trolls on blogs or online forums. It amazes me that there are people, no less grown-ups, who participate in online harassment. Yet, it make sense that the detachment that the interwebs provides makes bullies out of people who would never become one IRL. The bully doesn't see the victim's facial reaction so they don't take their actions as seriously as they would normally.

Given that over a third of kids surveyed have said they bullied at a moderate level throughout school my fear is that bullying will become more, not less common with the pervasiveness of technology.

You see, most people think of cyberbullying as only online harassment. But, I've learned from NS Teens (check out this interesting anti-cyberbullying video for tweens) that it includes other form of technological communication as well like mobile texting. So as technology allows our online and off-line worlds to become more intertwined we need to continue to be vigilant with our children.

We can't fear the technology but rather educate ourselves and our children on how to live with it safely. The not-for profit Center for Missing & Exploited Children has an entire website geared towards educating our children on the issue of online safety. Even I have seen adults succumb to trolls. We cannot assume that our children are sophisticated enough to finesse the prickly social situations they must face, no less the embarrassment of being harassed.

And remember, whereas cyberbullying may give bullies anonymity it always leaves detailed evidence and this is something that most internet users, no less our children, don't know.

My 40 Before 40 List

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Published 10.02.2008 | Permanent Link | Comments (9)

It's almost my 37th birthday and my friend Amy of Doobleh-vay asked for my Life List. That coupled by my admiration of Chris Jordan's 40 Before 40 List, led to me finally think through what it is that I want to accomplish in the near future.

But in really thinking about it, I think I have accomplished many of the things that I've really want to do. (Except there is one major thing on my list below). Yes, I put my list together but it is very different from the mental list I kept during my twenties.

During my twenties, I was rah-rah-rah let me do this by the time I'm 25, this by the time I'm 30.

Now, I'm less accomplishment-oriented and more focused on making memories.

1) See the Grand Canyon.
2) Rent a convertible and drive through Big Sur.
3) Visit Jackson Hole.
4) Go camping with my family. Yep, I have never been.
5) Take trapeze lessons with my son.
6) Take a biking trip with my family along the Natchez Trace.
7) Learn to snowboard.
8) Read the Wizard of Oz with my son.
9) Read the first Harry Potter with my son.
10) Finish reading the Harry Potter series. I think I gave up at Book 5.
11) Throw my first Halloween Party.
12) Learn the recipe to my mom's Tomato Rice with Shrimp.
13) Make exercise a regular part of my life again.
14) Watch Gone with the Wind for the first time.
15) Return to Portugal to visit family. It's been way too long.
16) Take my son on a walk through the campus of my Alma Mater.
17) Take a hot air balloon ride.
18) Take my son to see the balloons being filled on the eve of the Macy's Thanksgiving Day Parade.
19) Go sledding in Central Park.
20) Visit the Brooklyn Botanic Gardens on Cherry Blossom Day.
21) Have my wedding album published. Shameful, I know.
22) Have my wedding video finished. Gosh, I hope the video company is still in business.
23) Catch-up on Family Albums for each year. Where did I leave off?
24) See fireworks for the first time through my son's eyes.
25) See Madame Butterfly performed by the Metropolitan Opera.
26) Take my son to see the Nutcracker.
27) Visit New Orleans.
28) See my favorite ballet again, I'm Old Fashioned by Jerome Robbins. I sure hope NYCB performs it soon.
29) Visit Martha's Vineyard.
30) Take my son to Ground Zero and (if he is emotionally ready for it) explain what happened on 9/11.
31) Spend the night at the Hayden Planetarium with my boys.
32) Throw my first Holiday Open House.
33) Set up a DIY outdoor theater and invite other families over for movies and popcorn.
34) Redo my home office.
35) Raise money for a cause that is important to me by walking.
36) Re-read my favorite book, Song of Solomon.
37) Find a new favorite book.
38) Make a batch of fried green tomatoes.
39) Become a US Citizen. I was born in Portugal and never naturalized, though I am eligible. Please follow me on my journey to become a citizen.
40) Vote for the first time.

Since there are 36 months until my 40th birthday, I'm going to try to accomplish these at a rate of one per month. Are you with me?

The Return of the Main Event

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Published 09.03.2008 | Permanent Link | Comments (3)

This post is dedicated to BOSSY's son who's just starting at Columbia.

Nineteen years ago this week I was starting my first-year at Columbia University. I felt beyond fortunate to be going there. It was the only school that was out of my reach when applying for college. So, I didn't even bother to research their curriculum or anything else for that matter. I sent in my acceptance letter and a check before they changed their minds.

I was very excited to kick-off my studies with choices for all different classes, ones that weren't your generic math, social studies, English, like in high school. But as we settled into our dorm and registration approached, all my new classmates could yammer on about was the Core Curriculum. Yes, it has it's own Wikipedia entry! "The Core," as it is known, is a series of required classes in western civilization (literature, philosophy, art, music) that all entering students take. But, it's almost two years worth of classes. Imagine my disappointment. No choices!

Only in my senior year did I learn (during a US history class) that the Core Curriculum was started after World War I as a means to unify the freshman class. New students were coming in from all over the country and Columbia wanted to make sure the guys (yes, Columbia didn't go co-ed until the 80s) had at least one thing in common with each other. I guess teen angst wasn't universal back then. See, I forgot to share that not only are all the Core classes identical, the reading lists are too.

Yep, no choices.

But, to my surprise, there was something very comforting about not having to worry about more decisions. And, then there was the electricity. Walking into the grand library hall and seeing first-years all reading the same book at the same time. And, there was the chatter, all of us discussing The Decameron, for example, while feeding each other grapes. (I kid).

I haven't felt (or noticed) that much energy until this summer.

After years of a gazillion cable channels, niche social networks and the long tail everywhere, we're all abuzz and atwitter about the same things.

I love being able to read the Twilight series, watch the Phelps Olympic history-making moments and observe Election 08 developments with my friends. Albeit we communicate in real-time via technology, not in the library hall or the dorm tv room.

There is something so powerful about the whole nation moved, enraged or inspired by one event.

So, as much as the long tail continues to be sliced and diced, don't discount the main event. Make yourself available to participate. You may be surprised by how much you'll enjoy it.

Pampers & UNICEF connect moms around the world

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Published 08.13.2008 | Permanent Link | Comments (5)

A couple of weeks ago Pampers flew me out to visit their headquarters, meet their executives, see their diaper prototype plant, and more. So much more. I learned so much over a period of 24 hours. Too much to download it all here. I'm going to focus on my top three takeaways:

Innovation
I am an innovation junkie. I just love all and every kind of talk about it (thus our launching of Alphamom Labs next week). Since my son is now five years old, I had no idea that Pampers now makes a Swaddlers diaper that include a wetness indicator. You should have seen my jaw drop when I first laid eyes on this newish diaper. (can whomever took a photo of me with the look of awe on my face please send it to me? I know I saw some blinding flashes going off.)

Disposable diapers are more absorbent now than ever, and as a new mom I struggled with being able to tell whether my tiny son had done a teeny wee into his super-absorbent diaper. Finally a slightly more experienced mom (her son was a week older) at a new moms' group told me to put a toilet paper square inside the diaper. Since then, that is the advice I've been shelling out, on national TV. Well, no more. It's find thee a Swaddlers diaper with a wee indicator!

Commitment to Product Quality & the Environment
Our group had a chance to interview, at length, Pampers' Global Head of Product Quality. On the back of a year of toxic scares in the children's world (hello! toys from China and BPA) the universal focus of our talk was what's going into Pampers diapers. What we learned is that Pampers takes their commitment to the environment just as seriously as they take their commitment to children. As such, they've been focused on taking things out of their diapers. Over time they have reduced by a third, the material that goes into the diapers and by two-thirds, the packaging. That has led to an overall reduction in water usage of 40% and energy usage of 20%. Moreover, they continue to invest in product development by researching more natural material sources and new diapering systems. They are in the test market with a diapering system that is part reusable and part disposal.

Connecting Moms around the world to Eradicate Tetanus
Perhaps the most lasting memory of my visit was understanding Pampers' initiative to donate one tetanus vaccine to UNICEF with every package sold of Pampers diapers. I love this because it is easy and simple to understand and ultimately connects moms in the developed world who want to help moms in the developing world.

Caryl Stern, the CEO of the US Fund for UNICEF personally explained the Pampers/ UNICEF initiative to us. FACT: 140,000 newborns and 30,000 mothers die of Maternal and Neonatal Tetanus (MNT) each year. The fact that this disease still exists is mind-blowing, given that it has practically been eradicated from the developed world. When you learn that it only takes three 5-cent vaccines to inoculate against MNT it becomes even harder to comprehend.

Pampers is committed to helping moms eradicate MNT and indicated that this program will continue until MNT no longer exists. Pampers and UNICEF just see themselves as the connectors here. Moms are buying diapers, so why not have a portion of their purchase go to help save other moms' and babies' lives. Pampers collects the money and UNICEF administers the vaccines. Below is a video of a Pampers executive visiting Angola (where my grandfather was born) explaining how the program works.

As a parting gift from the field trip, Pampers donated 1,000 vaccines in my name to UNICEF. Actually, Pampers donated 1,000 vaccines in everyone's name. Thank you, thank you.

Putting my money where my mouth is
The mom blogger group was so pumped by the initiative that Mindy Roberts at The Mommy Blog took the bull by the horns and whipped up a donation widget. This will live on the Alpha Mom site from now until I at least raise enough money for 10,000 vaccines, or $500. Then I will personally match that amount with up to an additional 10,000 vaccines. So, please help me raise funds for a total of 20,000 vaccines which equals over 6,500 moms and babies with full inoculation. That is the equivalent of 4% of the annual mortality rate. Think about it... $1,000 can inoculate, for a lifetime, 4% of the moms and babies who die annually of maternal and neonatal tetanus.

So click below and then send me an email at isabel@alphamom.com so that I can match your contribution and send you virtual hugs and kisses. If you have your own blog or online property, please consider embedding this widget on your site.

Pampers' UNICEF trip