Policy and advocacy work often happens behind closed doors, making it difficult for everyday people to grasp what it tangibly looks, feels, and sounds like. Bobbie for Change wanted to challenge that reality by transforming lobbying from something distant and institutional into something transparent, emotional, and community-driven.
Paint The Hill Green was created to document Bobbie for Change's advocacy work in Washington, D.C., giving parents an unprecedented look inside meetings with lawmakers, coalition-building efforts, and the lived experiences driving legislative action. Rather than asking audiences to simply support maternal health and paid family leave, the series invited them into the process itself and built a story around these issues that directly impact American parents and families.
The goal was to demystify advocacy, inspire civic participation, and prove that policy work can be culturally relevant when told through authentic, social-first storytelling. By bringing audiences behind the scenes, Bobbie for Change sought to redefine how brands communicate social impact and encourage more parents to see themselves as advocates for change.
For years, Bobbie for Change had advocated for policies supporting modern families, but like most legislative work, the most important moments happened behind closed doors. Meetings with lawmakers, coalition strategy sessions, and conversations with families rarely reached the public.
Rather than producing a traditional recap video, Bobbie created Paint The Hill Green, a documentary-style social series designed specifically for Instagram and YouTube. The series followed the advocacy journey in real time, documenting every stage of the Capitol Hill experience through an intimate, serialized format.
Across multiple episodes, audiences watched parents and advocates prepare for meetings, share personal stories, navigate Capitol Hill, and meet directly with members of Congress. Instead of polished corporate messaging, the content prioritized vulnerability, transparency, and education. Viewers experienced the emotional weight of advocacy alongside the behind-the-scenes work required to move policy forward.
Every creative decision was designed to feel native to social media rather than political communications. Handheld footage, candid conversations, and episodic storytelling made complex policy issues approachable and bingeable, transforming lobbying from an abstract concept into a human story. Rather than asking audiences to simply care about maternal health and paid leave, the series showed them exactly how change is pursued and invited them into the process.
Paint The Hill Green wasn't created as a standalone content campaign. It became the storytelling engine behind Bobbie for Change's advocacy efforts, demonstrating that social platforms can do more than raise awareness—they can make civic participation feel accessible, personal, and culturally relevant.
The docuseries went behind the scenes with Bobbie for Change's Capitol Hill advocacy through an episodic, documentary-style format that invited parents inside the legislative process. Rather than simply reporting on outcomes, it made advocacy itself the story, sparking conversations around maternal health, paid family leave, and civic participation. By showing people and the stories behind the advocacy- both those fighting for change and those experiencing these issues firsthand- we brought audiences inside.
The campaign successfully reframed lobbying as something transparent, collaborative, and accessible. Through comments, shares, saves, and partner amplification, audiences engaged with content that is rarely presented in social-first formats. Parents not only learned how policy change happens but saw themselves reflected in the stories driving it.
On Instagram, the series saw a 4% ER, which is a compelling proof point for long-form content on social.
By blending documentary storytelling, parent participation, and real-time advocacy, Paint The Hill Green established a new model for communicating social impact. The project demonstrated that brands can use their platforms not only to raise awareness, but also to make complex civic processes understandable, engaging, and emotionally resonant for modern audiences.
