although she was targeting both men and women, 98 percent of her respondents were mothers. “When we realized what was happening,” she says, “we ran a second set of advertisements.” The only change they made to the ad was in the wording: the word “parents” was changed to “dads.” Only then did men start replying, because they didn’t think the first ad, for parents, was meant for them. Because to them, “parenting” is actually just “mothering.”
