MEMPHIS , Tenn. — At a glance, Michael O’Connor seems like a regular, if slightly overweight, dad. He works hard, eats heartily and sometimes coaches his daughter’s softball team. But, under the surface, Michael’s not a typical dad. And even as he waves runners in from third base, he usually has something else on his mind.

Five days a week, O’Connor works as a plumber, equipping many of the city’s under-construction buildings with water and gas lines. But on weekends, he’s occupied almost full-time as the founder, chairman, president, activities coordinator and acting executive director of “Men Against mothers Day, Darn it” (MADD), a growing cohort of area fathers waging a campaign against the spring holiday.

And if you’re not sure why someone would oppose Mother’s day, to hear O’Connor and his MADD compatriots describe it, the celebratory occasion each spring is just another example of holiday culture run amok.

“It’s not just Mother’s Day,” O’Connor lectured loudly, with his left arm hanging out of the driver’s side window of his gray, 2016 Ford Ranger and a rapidly shrinking Lucky Strike dangling from his lips. “Did you know that January 29 is Vegan Pizza Day? We already have Pizza Day and Pi Day – on what planet does it make sense to have another day for pizza, just because they forgot to put cheese on it?”

When this reporter attempted to draw a distinction between a holiday honoring an Italian-style dish and one recognizing the underappreciated roles that mothers play, O’Connor emitted spittle.

“We both know it’s not about appreciation, it’s about presents,” he fumed, throwing the still-lit cigarette stub to the ground and gesticulating wildly. “In February, it’s Valentine’s Day. Our anniversary is in March. April is a double-whammy — Jenny’s birthday and our dating anniversary. Why do I need to buy flowers again in May?”

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At 3 p.m. on Sunday, O’Connor and one of his MADD associates gather for some pink lemonade at the campaign’s headquarters, an oversized trailer parked in a vacant lot on Steele Street at the northern edge of the city. Picket signs emblazoned with the MADD logo litter the floor. The trash bin is overflowing with empty cans of Red Bull and discarded note paper. On the wall is a six-foot map of Shelby County with different colored pushpins indicating the locations where various MADD fundraisers, meetings, protests, demonstrations, rallies, walk-outs, sit-ins and other events are scheduled for the coming week.

Despite some pine-scented air freshener, the room retains a soft but unpleasant smell of gin. O’Connor leans back, eyes closed, feet on a small conference table, belt unbuckled, chest moving rhythmically, jaws chewing a wad of tobacco, a fishing rod in his hand, his face blank, listening intently to his recruitment coordinator James Ferpapo.

Six months earlier, Ferpapo reminds O’Connor, MADD commissioned a scientific poll to gauge community interest in it cause, and the results are depressing. More than 80% of Memphis-area residents claim to be in favor of Mother’s Day, but Ferpapo claims that everyone he knows is rooting for MADD to nip the holiday in the bud.

As much progress as they have made, as many men and women volunteer their time to mobilize MADD’s efforts, the two leaders acknowledge that, at least for now, Mothers Day will go on.

Their work is far from over.

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To hear O’Connor tell the story, while his opposition to Mother’s Day is largely philosophical, there’s clearly some subjective emotion tied in.

“It wouldn’t bother me so much if Jenny’s birthday was in September,” O’Connor admits. “But to give her a birthday present on April 30 and then a Mother’s Day present is ridiculous.”

At press time, Jenny O’Connor hadn’t replied to a request for comment. She had also not allowed Michael, who recently lost his keys, entry into their house for the better part of two weeks.