On the days that lead up to Mother’s Day, motherhood is treated literally as a job: Job application posters that enumerate the non-benefits of motherhood are proliferated in sites women visit to check for such announcements (community bulletin boards, shop windows, public walls and electric poles, etc.), the idea being that motherhood’s rewards are more than material. Despite having every reason to be disgruntled, mothers are actually happy employees in this fulfilling enterprise.

Generating intrigue, the print ad has attracted the attention of readers, especially mothers browsing through the classified-ads section of the newspaper to look for potential jobs or any source of income. Affinity is built through the strategic communication that Lactum appreciates the massive effort mothers exert in raising their children, sealing with trust the brand's relationship with their target consumers.