The cable channel has launched the social media initiative #ThatsWhatMomsDo to celebrate and salute moms across the country. As part of the social media campaign, Lifetime will run its PSA featuring Dr. Biden throughout this Mother’s Day weekend, from May 8 to May 9.
“The pandemic has affected every part of our lives, challenging us and changing us like we never could have imagined. Just when you thought you had little left to give, you gave more, because you’re a mom, and that’s what moms do,” Biden says in the PSA, which can be viewed above. “I know how hard you’re working, and I want you to remember that you’re strong, you’re resilient and you’re doing an amazing job. From one mother to another, I see you, and I thank you.”
Additionally#ThatsWhatMomsDo will encourage others to share photos and stories about their mothers and give thanks for all they do. Lifetime will host an online gallery at mylifetime.com/mothers showcasing the selected photos. Stars from Lifetime titles will also participate in the initiative.
“In a year where parents, and particularly Moms and maternal figures, were pushed to their limits, this Mother’s Day, we felt it was even more important to show our appreciation for all they do; and for those who are no longer with us to acknowledge the important influence they have left on us. I know I will. That is why Lifetime is honored to join with the First Lady, Dr. Jill Biden to celebrate mothers and all that they have done and continue to do,” said Paul Buccieri, President and Chairman, A+E Networks Group. “Throughout the challenges of this past year, moms have contributed in countless ways to their families and communities. We are proud to share this powerful message from the First Lady to shine a light on mothers and show how grateful we are for them on Mother’s Day and all year round.”