Scenes from the launch of Mighty Mum.

Well, now there is something special for South Africa's millions of mothers who want to be even better… the official launch of the national initiative, along with the publication of one of the campaign's core elements, namely the Pick n Pay Mighty Mom manual.

Time-stressed mothers, as well as primary care-givers, can now delve into 528 glossy pages of empowering information spanning topics from beauty, style, finance, food, nutrition, legal advice, safety, security and so much more.

The initiative's founder, Philippa Robertson Smith, has travelled a turbulent road spanning 17 years to arrive at her final destination. She's a single mother of two and understands only too well the burden and pressures levied upon women, especially mothers, on a daily basis. The concept first came to her two year's ago when she started to contemplate her own successes and failings, and how she could share, inspire and empower fellow moms along their respective journeys.

"Many women undervalue who and what they are. They lose sight of themselves, as well as their significance amongst the demanding responsibilities of being: lover, businesswomen, financier, co-worker, girl friend, taxi driver, chief cook and bottle washer, to name but a few,” she says, adding that the name Mighty Mom is her wish for all mothers to recognise themselves and be empowered through the initiative's overriding aims and objectives.

The Pick n Pay Mighty Mom manual, the first component of the initiative, will retail at R145 (excl. VAT) and be distributed nationwide through the following channels: Pick n Pay Home Shopping; Pick n Pay Pharmacies, as well as the Pick n Pay School Club.

Unique to the initiative is a built-in fundraising element, thanks to which, primary and secondary schools will pocket R20 from the sale of each manual, which make perfect Christmas, birthday, anniversary or even an extremely informative baby shower gift.

The initiative will be reinforced by the Mighty Mom website, interactive seminars, as well as the hosting of a gala function in 2009.

Robertson Smith's message to all moms is to remember to take time out for yourself, whether by reading pertinent information in a mother's encyclopaedia or attending an informative seminar. "You need to re-energise your cogs in order to carry on and be truly Mighty."

For further information go to http://www.mightymom.co.za/.

[10 Oct 2008 09:13]

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