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Special Project

Special Project
From the 16th Annual Shorty Awards

Bobbie: Pass Momnibus Now

Winner in Family and Parenting

Finalist in Social Good Campaign, Call to Action


Since launching in 2021, Bobbie has been dedicated to evolving society to change the way we think about, talk about, and actually nourish our babies. Social impact became a major focus for our Instagram in 2023 with the launch of Bobbie for Change, the brand’s social good and policy arm. Our mission was to use our social platform to advocate for policy change, advance programs and resources, and support communities. 


The maternal mortality rate in the United States is the highest it’s been since 1965. As a Family and Parenting brand, one of our core causes is advocating for maternal health as part of our ongoing partnership with nonprofit, 4Kira4Moms. With the Black Maternal Health Momnibus Act (a set of 13 bills designed to reduce preventable maternal deaths in the US) being reintroduced in May, the goal of our Pass Momnibus Now campaign was to advocate to get the Act passed. 


Our objective was to drive awareness by encouraging brands and creators to talk about the legislation, while educating consumers on the Maternal Mortality crisis alongside Bobbie MotherBoard member, activist, and mother, Elaine Welteroth.


Strategy and Execution

We built an awareness campaign to advocate for the Momnibus Act and encourage people to write to their senators, urging government officials to support the Act. In order to make a real impact, we needed to reach as many people as possible and educate them about the issue. To do this, we designed shareable Instagram assets that grabbed the attention of anyone scrolling on Instagram and created a social media toolkit that was shared with brands, celebrities, creators, and our social followers and asked them to share. 


We directed viewers to a landing page where they could learn more about the Momnibus Act and write to their senators. 



From Instagram users (followers and non-followers), nonprofits to A-list celebrities to government officials, 40 partners joined Bobbie’s Instagram campaign, resulting in more than 103 million organic impressions and 1,200 letters to senators. The campaign also generated press from Cosmo, Glamour, Essence, and TIME magazine (more than 95 million unique monthly visitors).


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