Global Mothers, a new Vancouver-based non-profit recruited Yulu to help share their message and mission: help mothers in the Global South by providing them with fair trade for their artisan work, selling it to mothers in North America (a M2M business model ? mothers to mothers).

In the first month of the launch Yulu secured Global Mothers national media exposure and developed partnerships with celebrity ambassadors including Mary Zilba of the Real Housewives of Vancouver, who agreed to help build momentum with their brand.

In addition to high-profile initiatives, Yulu also developed a grassroots approach to connect directly with the Global Mothers audience. Through events and local campaigns, Global Mothers was able to create relationships with the women they were targeting.