Not only will iVillage be sharing information and advice with moms as part of Momtourage, it will also invite them to join the conversation. Real moms will be highlighted as part of the iVillage Momtourage initiative talking about who they rely on for support and giving advice based on personal successes. The iVillage Momtourage program will feature mom-on-the street videos as well as handy information about how to choose babysitters and childcare groups; make cleaning a household activity; join community cooking groups; and tips for unwinding after it all. iVillage will also be holding a Momtourage sweepstakes over the summer to further help moms and their Momtourages.

The iVillage Roper survey found that moms feel unequipped to handle the scope of duties that fall in their domain saying that they would like help. The iVillage Momtourage will offer support for these concerns including:

-- doing household chores (44 percent)

-- running errands (41 percent)

-- maintaining the family finances (40 percent)

-- organizing themselves and their families (37 percent)

-- managing their families' health (25 percent)

-- developing parenting skills (20 percent)

-- achieving more personal challenges like losing weight (41 percent)