A three-month influencer engagement designed to amplify NPWF's work across economic justice, health justice, and advocacy for women and families.
Soft Power Studio and the National Partnership for Women & Families will partner to execute a strategic influencer campaign that amplifies NPWF's work across the full breadth of its mission—economic justice, health justice, and advocacy for women and families.
By partnering with national and regional influencers who are themselves members of the communities NPWF serves, we will grow NPWF's visibility and build connections with new audiences.
This proposal outlines a three-month influencer engagement covering campaign strategy, influencer identification and outreach, content collaboration, and performance measurement—all designed to extend NPWF's reach and deepen connection with women, mothers, caregivers, and advocates across the country.
The National Partnership for Women & Families has been shaping policy that affects the lives of women and families for more than 50 years—from the Family and Medical Leave Act to ongoing fights for pay equity, reproductive rights, paid leave, and affordable health care. NPWF's fingerprints are on some of the most consequential wins in modern American history.
Influencer partnerships offer a powerful way to bring NPWF's policy expertise to new audiences. The women, mothers, and caregivers NPWF fights for are active on social media—sharing their experiences, looking for trusted information, and connecting with others navigating similar challenges.
By partnering with creators who are themselves part of these communities, NPWF can meet people where they are with content that feels personal, relevant, and actionable.
The campaign will draw from the full range of NPWF's work, tailoring content to each influencer's audience and expertise.
Fair pay, paid family and medical leave, paid sick days, pregnancy discrimination, the Family and Medical Leave Act, and workplace protections.
Reproductive rights, maternal health, affordable health care, ACA and Medicaid defense, and digital health privacy.
Maternity care, healthy pregnancy, the Listening to Mothers survey, and evidence-based childbirth information.
Legislative priorities, state and federal policy wins, and mobilizing communities to take action.
To illustrate the range of content opportunities, two current NPWF initiatives offer strong hooks for influencer engagement.
Since 2002, the Listening to Mothers surveys have captured the experiences of childbearing people in their own words. With Listening to Mothers IV currently in the field and results expected mid-2026, this landmark research offers a compelling content moment—inviting mothers to share their own stories and building anticipation for findings that will shape policy conversations.
In March 2026, Virginia became the 15th state and first in the South to pass paid family and medical leave, covering 3.2 million workers. With 50 million workers nationwide now covered by state programs, these wins offer opportunities to connect policy to personal stories—featuring creators sharing what paid leave has meant (or would mean) for their families.
The influencer campaign will operate across two tiers, combining the reach of nationally visible creators with the authenticity and community connection of regional voices. Influencers will be selected based on their alignment with NPWF's mission and their membership in the communities NPWF seeks to engage—not solely on follower count or celebrity status.
| Tier | Profile | Role |
|---|---|---|
| National Influencers | Creators with broader reach whose lived experience and content aligns with NPWF's mission areas | Anchor campaign moments; drive visibility and new audience acquisition |
| Regional Influencers | Community-rooted creators—mothers, caregivers, working parents—sharing lived experience with engaged local audiences | State-specific relevance; authentic storytelling; sustained engagement throughout campaign |
Examples of influencer content we've produced for mission-driven organizations.
Created for College Board
A powerful influencer-driven campaign highlighting Black history, resilience, and community action. This content demonstrates how we partner with creators to tell authentic stories that resonate with their audiences while advancing important social narratives.
Created for Me Too International
Showcasing how influencer partnerships can mobilize communities around policy issues. This example illustrates our approach to blending personal narrative with calls to action, creating content that both educates and inspires engagement.
Created for Consumer Reports
Produced to amplify the release of Consumer Reports' investigation into the health impacts of synthetic braiding hair. We partnered with trusted creators to translate dense research findings into accessible, shareable content—driving awareness of the study and equipping audiences to make informed choices.
The campaign encompasses five integrated workstreams designed to maximize impact and build lasting relationships between NPWF and influential voices in the communities it serves.
Soft Power Studio will conduct comprehensive research to identify ideal influencer partners. We will prioritize creators who are themselves members of the demographics NPWF seeks to engage: mothers, caregivers, working women, and advocates navigating the issues NPWF addresses. We will develop a documented database of 50+ potential collaborators, including audience demographics, engagement patterns, content style, and mission alignment. This database becomes a long-term asset for NPWF's ongoing communications strategy.
Soft Power Studio will lead all influencer outreach, negotiation, and relationship management. We will craft personalized pitches that connect each influencer's lived experience and audience to NPWF's work, handle contracting and compensation discussions, and maintain ongoing relationships throughout the campaign. Our goal is to secure 6–10 influencer partnerships across national and regional tiers.
For each influencer partnership, Soft Power Studio will develop tailored creative briefs that balance NPWF's messaging priorities with each creator's authentic voice. Briefs will include key talking points, relevant NPWF research and resources, suggested content formats, and required disclosures. NPWF staff will review and approve all briefs before influencer distribution.
The campaign will activate around key moments across NPWF's issue areas—legislative wins, awareness days, research releases, and cultural moments relevant to women and families. Soft Power Studio will coordinate posting schedules across influencers to maximize collective impact, review all content before publication, and ensure brand safety and message consistency.
Soft Power Studio will track and report on campaign performance across all influencer content. Monthly reports will include reach and impressions, engagement metrics, audience sentiment analysis, traffic driven to NPWF properties, and follower growth on NPWF channels. We will provide a comprehensive end-of-campaign impact report with recommendations for future influencer work.
In the first two weeks of the engagement, Soft Power Studio will establish baseline metrics and set formalized performance targets collaboratively with NPWF. Based on the campaign budget and realistic expectations for advocacy influencer work, we propose the following framework:
Influencer Partnerships Secured
Total Campaign Impressions
Average Engagement Rate
Content Pieces Published
Influencer Database Built
Use the calculator below to estimate your total project investment based on the number of influencer videos and the influencer tier you select.
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Ready to discuss your campaign? Let's talk about the right scope for NPWF.
We would welcome the opportunity to partner with NPWF on this influencer campaign and beyond.
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