Johnson’s Baby is encouraging experienced mothers in Australia and New Zealand to share some wisdom within the new “Mum to Mum Project.” The effort that lives on Facebook includes an interactive page made of virtual patches with tips for women who are just starting their parenting “career”.

Users are invited to browse the colorful patches and vote for their favorite ones, as well as add their own pieces of wisdom. The interactive wall is already featuring tons of inspirational and reassuring messages, such as “Patience and a deep big breath will conquer all,” “If it feels right, it is right,” “Keep calm and breastfeed,” “Smell once, wipe twice,” and many more.

The most popular messages will be printed on two thousand Mum to Mum baby wraps and donated to the brand’s official charity partner, the Murdoch Children’s Research Institute. There, they will be given to moms and babies involved in the health researches.

The campaign by DDB Sydney and Profero started last weekend, just in time for Mother’s Day. It will be rolling out through early September. The brand aims to collect hundreds of inspirational posts by that time.

“A little reassurance from another mum can make you smile, laugh or just set your mind at ease. The Johnson’s baby Mum to Mum Project allows mums to draw from their own experiences to give new mums the confidence to know that they are doing a great job,” commented Lil Fazio, Johnson’s Baby senior brand manager. “With 99% of mums already on Facebook, we have the power to touch hundreds of thousands of families with messages of inspiration and positivity.”

In April, Johnson & Johnson launched a new international brand equity campaign “For All You Love,” celebrating family ties.