Part III · Strategy
Campaigns that support fundraising, earn media placements and inspire audiences around the world.
A national integrated campaign repositioning how the Red Cross communicates its support for veterans at a moment of shifting priorities and a crowded service landscape. I developed the campaign theme, messaging framework, bilingual communications toolkit and media resources — driving +24% YoY landing page traffic, +31% campaign page views and +19% unique visitors.
A LinkedIn recruitment campaign to attract highly specialized volunteers for international disaster deployments. Concise messaging paired with LinkedIn's document format grew the disaster response roster by more than 100% in a single year.
An integrated launch introducing a new wellness workshop for military families. The campaign had to educate volunteers, drive adoption across Red Cross regions and build awareness in the military community — through video, editorial, social and web.