The scope of my agency experience found me not only shifting between social brand voices catering to Hip-hop, LGBTQ, and country audiences, but also executing health communications campaigns that included opioid overdose prevention, HIV risk awareness, and teenage marijuana mitigation, among other behavior change efforts.
NO FIX FOR DIP
Country folk, dipping, and working through skepticism
Earning the trust of a highly skeptical audience requires a flawless brand voice and content that sits in a very relatable space. NO FIX FOR DIP hit those targets on brief and delivered an insightful and engaging message that this audience would be sure to remember.
RETHINK HIV
Southern Nevada, rising infection rates, and an uninterested audience
The typical ways of promoting HIV prevention in Southern Nevada weren't working, and even those with no clear identifiable risks were contracting the disease. We needed to re-engage everyone in the conversation and catch them up them on the previous decade's groundbreaking scientific advancements that weren't being harnessed. In order to help people protect themselves and their loved ones, it was time for us all to RETHINK HIV.
THIS FREE LIFE
LGBTQ, cigarettes, and changing perceptions.
Tobacco use in the LGBTQ community was rampant, due in part to targeted marketing efforts by big tobacco and the resonating idea that cigarettes represented living freely. The strategy behind this national FDA campaign was to help the community understand that smoking cigarettes actually went against all the progress that had been made in the previous decades, and that truly being their free selves included blocking the toxins and control that accompanied cigarettes and big tobacco's agenda.
VAX A NATION
Native American communities, COVID, and overcoming mistrust
Tribal Nations were experiencing a rise in COVID cases and related deaths, along with vaccination rates lower than nearly every other group in the country due to government mistrust. What could be helpful in reversing course? Simple and factual vaccine education disseminated by organizations and outlets deemed trustworthy within the community.