For Mother's Day 2009, MomsRising launched a customizable "Mother of the Year" video that "went viral" -- with over 12 million views, growing MomsRising from 140,000 supporters to 1.1MM in just 2 weeks. Fission designed a day-by-day digital engagement strategy that started 3 weeks out from Mother's Day, including: a Mom’s Day of Action on the Friday before Mother’s Day, pitching the video to mommy bloggers and other female-targeted online hubs and reaching out to the MomsRising community on Twitter and Facebook. Fission also provided tech support for dozens of partner orgs' email campaigns.