In this article, we perform a thematic analysis of a sample of 70 #ButNotMaternity Instagram posts. #ButNotMaternity is a hashtag that emerged in the United Kingdom during the COVID-19 pandemic whereby the public, healthcare workers and campaigners shared experiences and concerns about pandemic maternity care restrictions and their disproportionate disadvantages for pregnant women. In the article, we analyse four themes that emerged from our thematic analysis – Individual experiences, loneliness and overcoming adversity, Voicing anger and absurdity, Mobilising anger and calls to action and Coordinated activism. Thinking about #ButNotMaternity in the context of ‘freelance feminism’, our article has a twofold aim. First, we explore the concept of ‘freelance feminism’ through #ButNotMaternity, asking to what extent this campaign draws from freelance tactics. Second, we use the hashtag to illuminate maternity inequality and modes of resistance during the COVID-19 pandemic. Through our thematic analysis, we argue that while ‘freelance feminism’ might be becoming hegemonic as a dominant mode of organising feminist activism and resistance, inspired by Malik et al. (2020), we also showcase how creative campaigns are potential places where collective action, structural critique and resistance may emerge.