In its mission to address and dismantle family privilege in America, Family Story sought to fundamentally upend the preconceptions and prejudices surrounding single mothers by bringing their powerful stories to light in honor of Single Parent Day in early 2021.
Originally intending to produce more traditional narrative videos, DBT and Family Story recognized early in the project that in order to truly highlight and change the narrative around single mothers, the videos needed to be more personal and authentic, and strike an emotional chord with their audience.
DBT partnered with Family Story to identify and collaborate 18 TikTok and Instagram influencers, each of them single mothers, or those raised by single mothers, to create their own video content and post their personal stories.
In the first three weeks after launch, DBT and Family Story utilized a combination of organic social media posts and digital ads to generate over 500,000 video views, driving new audience traffic to Family Story’s Celebrate Single Moms landing page.
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