A Campaign to Empower Moms

You're The Mom green logo


You're the Mom empowers moms to take small steps to make healthy eating fun and easy for their kids. We’re celebrating moms for the important role they play in their families and community, and providing ideas and tips for making simple changes in their child’s eating habits in restaurants.

You're the Mom was piloted and evaluated in Springfield, Massachusetts thanks to a grant from The JPB Foundation. The campaign ran in Springfield from mid-June through the end of September 2016 and featured outdoor murals portraying local moms, billboards and bus advertisements, radio spots, a presence at community events, painted utility boxes, social media, digital ads, and a digital hub. We also utilized community engagement and public relations.

We’re currently developing a plan to bring the campaign to more communities across the country in 2017. We’re committed to ensuring execution in socioeconomically diverse communities that are disproportionately affected by obesity. If you’re part of an organization that could help us implement the campaign in your community; a funder interested in bringing the campaign to a community, region, or state; a reporter or blogger who wants to help us spread the word; or a mom who really believes in what the campaign is trying to do, we want to hear from you! Send us an email at yourethemom@tufts.edu or reach out to us on social media:

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Murals were painted on the sides of two local businesses featuring two Springfield moms who are making healthier choices for their kids. These murals are the emotional anchor of the campaign, intended to drive home the empowerment theme:

Natalie Springfield mural

Jacqui mural



Billboards and Bus Advertisements

Billboards and bus interior advertisements were placed in high-traffic areas. We developed two overall themes to communicate our simple tips for making healthier choices: kid-size it and healthy hashtags

Kid-Size It - To get moms thinking about portion size, we created these executions to emphasize ordering meals from the kids' menu. They were produced in both English and Spanish:

Girl in oversized heels

Billboard Springfield Boy In Oversized Suit


Healthy Hashtags - We developed a series of hashtags that promote small steps towards building healthy habits that families can do every day. We encourage moms to use these hashtags online and share their healthy choices with other moms:

Milk Monday billboard

Water Wednesday

Apple Slice Saturday



Community Events

In partnership with several local community organizations, You're the Mom had a presence at community events throughout the summer including a community family day celebration, a back to school BBQ and backpack drive, and the Stone Soul Festival, a large three-day community-wide festival:

Stone Soul Festival booth

ChildObesity180's Linda Harelick with Liz O'Gilvie from the Springfield Food Policy Council at the Stone Soul Festival



Utility Boxes

As part of a city-wide beautification effort, a local artist painted two utility boxes in downtown Springfield:

Painted utility box side 1

Painted utility box side 2



Digital Hub

A digital hub served as a resource for moms. Here they could find facts and tips to help make simple changes to their kids' eating habits:

You're The Mom microsite


Join the Movement:

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Connect with us online using #YoureTheMom!