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Similac’s ‘Sisterhood of Motherhood’ Wins PRWeek COTY 2016

MSLGROUP is proud to support ‪‎PR Week Awards‘ Campaign of the Year – Similac‘s Sisterhood of Motherhood initiative. Our US team has bagged the PR Week COTY trophy for the second consecutive year. The initiative also won Healthcare Campaign of the Year.

PR Week Awards 2016 Similac COTY

Similac’s Sisterhood of Motherhood

The MSLGROUP – Abbott Sisterhood of Motherhood initiative, on behalf of Similac is a campaign that gets right to the heart of an issue many mothers face – the pressure they feel from society about how to raise their children.

A central part of the campaign was The Mother ‘Hood’ video, which launched last January and took a comedic approach on a serious subject. The video had more than 8 million YouTube and 18 million Facebook views, and it helped the campaign connect with 30-plus parenting bloggers and vloggers.

Image source: Similac US on Facebook

Image source: Similac US on Facebook

Excerpts taken from the article published on PRWeek.com

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