In TV and radio we explained that Combos are "what your mom would feed you if she were a man", and the character Man Mum was born.With www.man-mom.com, we created a site where people could submit photos of actual Man Moms (people who blur the line between "man" and "mom") and display them. Viewers could vote on whether a submitted Man Mom was more "man" or "mom". This opened the definition of "Man Mom" to the general public, and helped strengthen the central idea behind the Man Mom campaign.