Upwork partnered with Catch+Release for its #MotherhoodWorks campaign to curate, clear and license authentic, powerful Found Content from the internet to use in its 2022 Mother’s Day campaign. Using stock didn’t feel original and original production would’ve taken too long for the project turnaround time. Upwork was on the hunt for a very specific set of horizontal shots without text overlay that capture what the full time job of motherhood looks like - being a teacher, mentor, therapist, parent, chef and more - and Catch+Release was able to uncover and license 12 shots that perfectly fit the bill from places like TikTok and home videos. This was completed in about 3 weeks, and is an undertaking that would’ve taken months if done manually. 

In celebration and recognition of Mother’s Day, Upwork hoped to raise awareness and show the value of what working moms can bring to the workforce as well as challenges organizations should keep in mind when hiring – the platform was on a mission to get people to consider that what makes someone a great mom also makes them a great hire. The world’s top-rated talent, including moms, can be found at Upwork. The campaign encourages employees to hire working moms, as over a million lost jobs in 2020 because of the pandemic, and inspires mothers to spark their careers to gain independence and flexibility. 

Whether a company is looking for a designer, a developer, or anything else, they are called to action by posting a job at upwork.com/moms with #MotherhoodWorks to encourage highly skilled moms to apply. Upwork launched a page on their website to create a community for moms to connect, inspire and upskill in their careers.