COVID-19 has upended our lives and economy in an astonishingly brief amount of time. Its economic and social impact, however, disproportionately affects some groups more than others.There are more than 3 million home health and personal care aides across the country, the vast majority of whom are women and more half of whom are people of color.
Essential workers: The majority share of essential workers in the Covid-19 era are women. Women have contributed to more than 14 industries, meaning that most of these women have had to stay away from their families and mainly their children.

Women owned small businesses: In recent years, the businesses owned by women have successfully grown drastically after years of fighting for a seat at the table.Due to Covid-19 these businesses are under the threat of closing down.

The gap: Where there is consistent talk about an issue at hand bringing widespread attention to it and creating monetary and legal solutions, there is a lack of conversation about how the issue can be resolved at a domestic/personal level.

How can we help the women who are impacted most by COVID-19?

As an organization that prides itself on creating a better environment
for women in the workplace, Time’s Up is uniquely positioned to
address this conversation in a big way.

TWO ACTS OF KINDNESS WITH ONE TWEET

If COVID-19’s taught us anything, it’s that essential workers are an incredibly important aspect when it comes to keeping society moving. This becomes abundantly clear when you consider that the majority of these positions, residing in almost 14 essential industries, are held by women. That’s 52% of the entire essential workforce being made up of women from all walks of life. Unfortunately, these essential workers are rarely celebrated or given the recognition they so desperately deserve, even outside of the global pandemic. Similarly, with the majority of essential women being mothers, we’ve decided to celebrate these hard-working women by pledging two acts of kindness for every one tweet.
In order to do so, we’ve partnered with influencers across social media that will launch our campaign through a call to action with the hashtag #WeAreEssential. This call to action will encourage small female-owned businesses to pledge a product or service to the cause as a way to help support these essential women. Influencers will then choose one of these businesses to support financially in order to provide donations to the cause. Finally, family and friends of female essential workers will nominate them in order to receive these promotional deals and products from supporting businesses. As an added bonus, whenever our hashtag is trending, Twitter’s interface will change to display an array of bright colors confetti that celebrates our essential workers.