Originally planned as a GOTV initiative, the campaign pivoted at the start of COVID to meet urgent community needs — without losing long-term civic engagement goals.

• Led strategic pivot from electoral program to community-first response

• Designed influencer engagement strategy and participation flow

• Built systems that later fed directly into MomsVote GOTV work

• Modular campaign design that allowed rapid reorientation

• Community affirmation action hub (“We’re here”)

• Influencer video framework centered on lived experience and mutual aid

• Back-end tracking infrastructure to support later electoral work
  

• Influencer-driven video storytelling campaign

• Multilingual (including Spanish) content strategy

• Action hub for community participation and visibility
  

• Maintained trust and engagement during crisis

• Became the foundation for later MomsVote GOTV systems

• Contributed to 213% year-over-year growth in election-cycle engagement
  

This work shows how values-led pivots, when paired with strong infrastructure, can preserve momentum — and how community care and civic engagement are not opposing strategies.