At the beginning of the COVID-19 pandemic in spring 2020, I found myself working at a hospital doing digital communications support. Our work had two focuses: providing timely and accurate information on current events, and inspiring hope and encouraging healthcare workers.
When Mother’s Day approached, we wanted to celebrate the incredible work St. Joe’s Healthcare Heroes did every day at the hospital, and the very special other title that many of them held: “Mom.” We photographed 24 mothers with pictures of their children and asked them to share with us how COVID-19 had changed motherhood for them.
The result was an incredibly powerful and moving social media campaign that received hundreds of likes, comments, and shares on Facebook, Instagram, and Twitter. It resonated deeply with staff, patients, and community members and helped bring some humanity back to a difficult time.
View the campaign here (Facebook)
Linneah Tovstiga 