2016 GOLD Effie award: The Similac "Sisterhood of Motherhood" campaign 2016 Effie award for being one of the most effective marketing efforts of the year and a Grand Effie Finalist. With the 360 "The Sisterhood of Motherhood" platform, we put the issue of parental judgment on the national stage with one simple message -- there's no one right way to parent. For the 2nd act, we built a movement to inspire moms to take action with #EndMommyWars. The result? It exploded the blogosphere. Touched a nerve with millions of moms. Spread positivity. Inspired conversation. And led to the highest brand consideration in years. And that's just the way a good idea should work.