Our insight: The service is great for the pregnant woman, but it is terrible for her “Jewish Mom”.

The solution: We created Mrs. Sara Weinstock – a full-time Jewish mother, worried about losing her daughter. She posts an online blog to fight the new service which would aim to replace her. Sara uses the net to fight the new service in various forums, carries out guilt-ridden conversations, posts videos on YouTube protesting against the new service, all through her motherly charm, whichincludes offering freshly baked cookies. The blog quickly brings together a cult audience, enjoys tremendous exposure in the various media, and even breaks the boundaries of the Internet, reaching the written press and TV.Sara couldn’t stop the new service, but she enjoyed the fight. Click here to view Sara’s blog.