Debunking "Mama Needs a Drink" with Female Physician Influencers
Cultural tropes around “Mom needs a drink” are pervasive and detrimental. In honor of April’s designation as Alcohol Responsibility Month, SOMA approached Responsibility.org with the idea of a female physician influencer campaign. By engaging with a diverse team of five female physicians to turn “Mom needs a drink” into a positive campaign about ways to support moms while role modeling responsible decision making in front of kids, including young kids, we could creatively launch a conversation from a place of positivity instead of defensiveness. We strategically designed a program focused exclusively on Instagram and TikTok, prioritizing video and Reels, to optimize our organic reach and engagement.
Social Media Campaign
- In support of Alcohol Responsibility Month, engage with a diverse team of five female physicians to share content on Instagram or TikTok.
- Generate awareness around the importance of parents talking with their kids about alcohol responsibility and encouraging parents to re-consider the “mama needs a drink” language prevalent on social media.
- Publish video-only content prioritizing Instagram Reels and TikTok to optimize organic reach of the content.