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Special Project

Special Project
From the 13th Annual Shorty Awards

Women’s Empowerment Coach Grows Instagram Following 263% with Organic Campaign

Entered in Organic Promotion


Kate Anthony is a certified coach with over a decade of experience helping women make one of the most difficult decisions of their lives: to end their marriage. She is also the host of the critically acclaimed and New York Times recommended podcast, The Divorce Survival Guide, and the creator of the online coaching program for women, Should I Stay or Should I Go?

Kate’s mission is to empower women around the globe to find their inner strength, confidence and passion. Her course helps them lay concrete plans to move their lives forward by putting their children at the center – not in the middle – of all their decisions. 

Moms needed empowerment more than ever last year. They suddenly found themselves working from home, simultaneously juggling their roles as employees, wives, moms, teachers, housekeepers, cooks and more. 

Kate knew she needed to reach more women. She turned to Joybyte to take her organic social media strategy to the next level. 

Together we created a bold campaign to speak to the profound effects of COVID-19 on women around the world – particularly married women with children living at home.

Strategy and Execution

The burden is palpable. Countless working women are being knocked down, while many of their male counterparts face only marginal change in their professional and home lives. 

Boundaries needed to be defined and women’s voices needed to be heard.
What started as one of Kate’s podcast episodes named #NotMyFuckingJob became a rallying social media cry to bring life to the angst women are feeling in the midst of the pandemic. The campaign sheds light on the disproportionate burdens women often carry compared to their husbands and helps us see that so many of these things are simply #NotYourFuckingJob.  

The campaign launched in July 2020 with a strong series of graphics on Kate’s Instagram grid, coupled with two Instagram Live sessions where she addressed her audience directly. 

Then we took to a high-touch, personal influencer engagement strategy. The goal was to get micro influencers with active niche audiences to share the campaign and message with their following. 

Next, we teamed up with Chocolate & Co. to host a giveaway for a #NotYourFuckingJob bracelet. The driving message for women was that it’s not their job to settle for anything less than being the heroine of their own story. 


The results were empowering and inspiring. It helped thousands of women see that it's not their job to take on child care and financial responsibility after divorce, be their husband's therapists, sacrifice their career for their marriage/family, worry about the glass ceiling, stay quiet against abusers, back away from racists… The list goes on and on. 

Key results from the campaign: 

This campaign has also heavily influenced a 50% increase in revenue in 2020. 


Entrant Company / Organization Name

Joybyte, Kate Anthony, The Divorce Survival Guide


Entry Credits