The guardrails
Rules of the burn.
we burn the model, never a mother.
1We burn the model, never a mother.No judging how anyone does it. Every mother doing the job is doing the job.
2Brands get asked, not shamed.Loudly, daily, playfully, until they share. Then we thank them louder than we asked.
3Her words, only with permission.First name and town. Nothing from the comments goes on the wall without a yes.
4No invented numbers, no invented quotes.A number on a post is a real number from a real town. A quote is a real mother's.
5Every party and no party.Mothers, at the table. The campaign stays nonpartisan, every week, including week ten.
6Nothing on her calendar until she asks.The ask is a repost or a comment. Screenings and tapings are doors, never gates.
7No one is asked to host again.Past hosts are asked to repost, to tag and to talk. Hosting again is their idea, if it happens.
8Every caption ends the same way.Watch the film. Join The Match. Link in bio. One scoreboard: brands that shared.
The three rules this plan is built on
Start where mothers already are.
1Work with moms' realities.Kids and work come first, every time. The plan has to fit into a mother's day, not ask her to fit into ours.
2Start in the feed, not on Zoom.The culture war is on social media. So is the way back to each other. In person and live come later.
3Build the funnel in order.Awareness, then watching, then the conversation, then action. Nothing skips a step.
The funnel, in order
Awareness. Watch. Conversation. Action.
1Awareness.Be in the feed.Monday's Burn calls out the brands by name. Tuesday and Saturday the community reposts and tags them until they share it on their page. Buzz built by mothers, not bought.
2Watch.Make the film worth two hours.Wednesday puts one real mother's words in the feed. Every caption points to the film. Nobody is asked to block off a night before they know why it matters.
3Conversation.The Match, Thursdays.A show, not a fireside chat. Guests are mothers and organizers already doing something about the week's topic. Live tapings for those who want the room. Clips for everyone else.
4Action.Friday builds. Sunday owns.The Build shows what we build instead and who is already building it. Own yours closes the week with one thing each of us can own. This is where "what do we do now?" gets its answer.
