Program fatigue is a non-issue in co-op envelopes that target new mothers. These co-operative mailings, which target a distinct life stage or event, such as a birth, mail to a new name list each month. Advertisers can therefore take advantage of these programs during every delivery cycle without worry about program fatigue. These programs promote brand awareness for products that parents and children can use for many years. New mother co-ops mail 12 times per year without duplicating, and list sources are generally obtained through hospital records.