NC DHHS

Video

Microsite

Social media

Online display

My role(s): messaging strategist, UX designer, copywriter, creative director

Fun fact: During the pandemic, young adults were ignoring pleas to stop partying. We arrived at a harm reduction approach inspired by safer sex campaigns from the 80s and 90s. We said, "We know you're gonna party, just party safer." And yes, we got the NCDHHS Secretary and the NC Governor to bless this direction.

Video

Radio

Online display

Social media

Website assets

My role(s): messaging strategist, copywriter, creative director

Fun fact: This campaign was based off an insight that people who smoke are more afraid of living with a debilitating health issue than they are of dying. The combination of humor with a scary topic made it very effective, garnered an AdAge award, and got the campaign picked up by the CDC to make it available to other states.

Video

Print

Social media

Online display

Website assets

Downloadable toolkit

My role(s): messaging strategist, UX designer, copywriter, creative director

Fun fact: Enrollment at diabetes education classes was down. The goal was to combat the stigma of "failure" or the feeling of having lost control over one's life and show them that there were people who could help them show diabetes who's boss. The made up word helped it cross over to Spanish speakers and drove the very first inquiries from that segment of the population.