Moms at Work is the world’s first professional association for working mothers. With over 10,000 members, Moms at Work has caught the attention of many national and international organizations for their advocacy work fighting for equal rights of mothers in the workforce.

Founder Allison Venditti, and her team of experts, offer valuable insights from a Return to Work Human Resources expert. Some of their work includes: career coaching and courses, financial empowerment including salary negotiation support, advocating for the advancement of women into leadership roles, and creating awareness for pay equity issues and workplace rights.

In early 2022, Moms at Work launched one of Canada’s first pay transparent job boards requiring the salary range to be included in every job posting. On top of salaries, the Moms at Work transparent job board also provides information on policies, benefits, cultures, and other important considerations often left out of job postings.

On January 24, 2022, until February 9, 2022, Coldwater Communications executed an earned media campaign to generate awareness of the Moms at Work transparent job board in the provinces of British Columbia, Alberta, and the Atlantic provinces.

The Work

  • Curated an extensive, targeted list of over 155 reporters throughout the provinces of British Columbia, Alberta, and the Atlantic provinces.
  • Ran a three-week campaign pitching and following up with primary and secondary contacts at more than 35 different publications and outlets.
  • Pitched print, digital, radio, and TV contacts covering feminist issues, business, gender, and workplace topics.
  • Coordinated interview requests between reporters and Colette Abbott, Moms at Work Director of Partnerships and Programming, on behalf of Allison Venditti, Moms at Work Founder and CEO.

Client Testimonial:

“The entire process from the initial proposal to campaign launch and interview coordination was managed seamlessly and we were impressed with the amount of national media coverage that was obtained. It was a pleasure to work with such an enthusiastic and professional team.”

– Colette Abbott, Moms at Work Director of Partnerships and Programming. 

The Results

  •  Resulted in over 125 pieces of coverage in print, broadcast, and online outlets nationally and internationally.
  • Reached more than 14.4 million views online.
  • Social media yielded 56,700 views.
  • Dark Social yielded 69,300 views.
  • Secured a live interview on Global BC’s Morning News.
  • Secured a Canadian Press interview, which was then picked up by more than 120 publications throughout Canada and the world.
  • Secured coverage ranging from print, online, TV, radio, and social media through Twitter, Facebook, and Pinterest.
  • The Canadian Press article appeared in reputable national publications, including The Globe and Mail and the Toronto Star, and was also translated in English and French.
  • International coverage included: The World News, Alaska Highway News, Colorado News, News Last Web (international), News Media Empire, World News Era, Reddit, MSN Money, Yahoo! Finance, and more.
  • Secured worldwide coverage in the following countries: Philippines, Germany, Australia, Turkey, Bahamas, India, Nigeria, Poland, France, United States.

Coverage Highlights:

Global News Morning BC: Advocating for pay transparency

Globe and Mail: Pressure is mounting for pay transparency to address wage gap, labour shortages

Today’s Parent: There’s a new job board for moms where salary is included on every post

Toronto Star: Advocates call for pay transparency to address wage gap, labour shortages

Yahoo! finance: Advocates call for pay transparency to address wage gap, labour shortages

Finance Et Investissement: La transparence, un incontournable pour légalité salariale

MSN Money: Advocates call for pay transparency to address wage gap, labour shortages