Cultural tropes around “Mom needs a drink” are pervasive and detrimental. In honor of April’s designation as Alcohol Responsibility Month, SOMA approached Responsibility.org with the idea of a female physician influencer campaign. By engaging with a diverse team of five female physicians to turn “Mom needs a drink” into a positive campaign about ways to support moms while role modeling responsible decision making in front of kids, including young kids, we could creatively launch a conversation from a place of positivity instead of defensiveness. We strategically designed a program focused exclusively on Instagram and TikTok, prioritizing video and Reels, to optimize our organic reach and engagement.