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Special Project

Special Project
From the 14th Annual Shorty Awards

Mother's Week

Audience Honor in Organic Promotion

About this entry

One day. One single day. That’s all the time set aside to celebrate moms with Mother’s Day. With the year that moms have had, Portal from Facebook believes one day isn’t nearly enough to show our appreciation for all their tireless work, support and enthusiasm. To give moms the amount of love they rightfully deserve, Portal launched the world’s first-ever #MothersWeek. This weeklong event supported and celebrated moms of all types with content featuring real moms, experts, advocates, giveaways and nonstop engagement across its social platforms. 


Why does this entry deserve to win?

To acknowledge the realities of motherhood, we created an organic social campaign featuring videos of real, everyday moms, including LGBTQ+ parents, new moms, grandmothers, moms with C-sections, adoptive moms and more. 


Throughout the week, Portal took a deeper dive into motherhood by partnering with mom influencers @stirandstyle, @lesleyannemurphy, @incaseyouredown, @findingcoopersvoice, @alikrieger, @themattiejames, @thechutneylife and @shanboody. These influencers were featured across social media with Portal devices and used Portal’s platforms to educate, empower and create a safe space to open up the conversation about motherhood-related topics like pandemic parenting, raising disabled children, adoption, balancing work and family, infertility, IVF, and postpartum body positivity. 


With zero paid media, #MothersWeek exceeded expectations and surpassed multiple benchmarks. This campaign delivered 7.7 million impressions, garnered over 1 million video views and saw an impressive 40% overall follower growth for Portal. #MothersWeek generated overwhelming support with organic shares from diverse brands like Diet Coke, Jeni’s Ice Cream, Kindbody, Tidal, Pocky, Anthropologie, Belly Bandit, and many others who rallied behind Portal’s initiative to make moms everywhere feel seen and appreciated.



Video for Mother's Week

Entrant Company / Organization Name

RPA Advertising, Facebook Reality Labs


Entry Credits