To stand up for moms everywhere, Yoplait created “Mom On,” a new brand platform that sheds light on the daily challenges moms face, helping disarm the judgment through a blend of humor, confidence-building and empathy for all those taking on the most challenging job in the world.

To build on our “Mom On” platform and show moms that we stand with them, we created a direct hotline, 1-833-Mom-Tips. All that “advice” moms don’t want to hear? We listened to it so moms didn’t have to.

Once a caller dials the number, an operator directs them to a series of common judgments (e.g. thoughts on breastfeeding in public? press 2). With each number, the hotline presents another menu of options driving mom-shamers deeper into the layers of their own judgment, down a seemingly endless phone tree, ultimately making it impossible for them to pass judgment on moms.