Time’s Up: Two acts of kindness with one tweet

If COVID-19’s taught us anything, it’s that essential workers are an incredibly important aspect when it comes to keeping society moving. This becomes abundantly clear when you consider that most of these positions, residing in almost 14 essential industries, are held by women. That’s 52% of the entire essential workforce being made up of women from all walks of life. Unfortunately, these essential workers are rarely celebrated or given the recognition they so desperately deserve, even outside of the global pandemic. Similarly, with most essential women being mothers, Time’s Up decided to celebrate these hard-working women by pledging Two acts of kindness with one tweet.

To do so, they’ve partnered with influencers across social media that will launch their campaign through a call to action with the hashtag #WeAreEssential. This call to action will encourage small female-owned businesses to pledge a product or service to the cause to help support these essential women. Influencers will then choose one of these businesses to support financially to provide donations to the cause. Finally, family and friends of essential female workers will nominate them to receive these promotional deals and products from supporting businesses. As a bonus, whenever our hashtag is trending, Twitter’s interface will change to display an array of bright colors confetti that celebrates our essential workers.

Credits
Advertised brand: Time’s Up
Website: https://timesupnow.org
Advert title(s): Two acts of kindness with one tweet
Media: Integrated, Social
Advertising School: Miami Ad School, San Francisco
Agency website: https://miamiadschool.com/
Art Directors: Aarti Thamma, Cherise Chuck
Copywriters: Jackson Wahl, Jason Kim