Yoplait's Hotline Gives Mom-Shamers A Safe Place To Get Out Their Aggression
by Jessica Wohl, Ad Age
Posted: 2017-11-13 16:03:38 EST

Yoplait is putting mom-shamers in their place with the next phase of its "Mom On" campaign, which celebrates mothers' decision to parent as they see fit--with no judgment. At the heart of the new effort is a tip line for people with opinions on how others should raise their kids (1-833-MOM-TIPS).

Mixing the dry tone of a typical phone hotline with equally dry humor, it offers itself up as a hotline for parent complainers, featuring options on topics such as nursing, dedication to motherhood, social media behavior, setting completely unrealistic standards and career or other life choices. Little do shamers know, however, that's it's pretty much an invitation to call center hell--the voice on the line merely leads them into a button-pushing labyrinth, with no real ear on the other end to digest their grousing.

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