My Mom Sam follows the story of a sow born into the industry. After birthing more than 200 piglets she never got to meet, she was destined for slaughter. Luckily, after a series of serendipitous events, Sam was rescued and relocated to Melief Animal Sanctuary. During her first weeks, she welcomed her last litter of piglets into the world and for the first time, embraced the possibilities of motherhood and freedom.
The Instagram account followed Sam and her piglet's journey throughout the years. Ultimately, it led to a documentary, SAM, powered by House of Animals. The documentary screened in Amsterdam in 2024 for the first time.
Roles
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Social Media Management
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Content Creation
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Copywriting
I ran the My Mom Sam Instagram account, focused on building a close connection with audiences by showing and sharing the developments of Sam and the piglets. My involvement in content creation ranged from creating posts and stories, to writing lyrics and performing a song which would later be used at an animal rights protest in Amsterdam (2023).
I edited website content as well as Dutch-translated English texts for dedicated campaigns.
The Instagram account was an important communications channel to create excitement for and promote the documentary SAM, inspired on her life, screened for the first time in November 2024.
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