Awards
Awarded 2023 Gold in the Strategic Campaign category for Digital Marketing Campaigns, with an Honorable Mention in Branding.
Client
If/When/How Lawyering for Reproductive Justice
Timeline
2021 - 2022
Role
Project Manager and Creative Strategist
Scope
Online awareness campaign for youth navigating abortion restrictions
Impact
A 185% improvement in Google search ranking
A shift in audience, with the majority of website visitors moving from ages 24–34 to 18–24
Over 4.2 million digital ad impressions
A clear boost in social media-driven website visits, with longer-than-average session times
Beyond the numbers
What stood out most about this project was how putting young people first, and mapping their journey, led to lasting results. We didn’t just build a campaign. We built a path for young people to find answers when they needed them most.
Ideas in action
As part of our ongoing work with If/When/How, I helped lead the creative strategy and digital campaign for the Judicial Bypass Wiki, an online resource for young people navigating abortion access in states that require parental consent or notification.
From the start, we knew our core audience was young people, especially those under 18, and that they needed information that felt accessible, trustworthy, and true to what they were going through in real time. Our strategy had three parts: making the Wiki easy to find over the long term through search-friendly content, showing up in the moments young people needed it most, and meeting them where they already spent time, especially on TikTok and Instagram.
We created a full suite of digital ads with a Gen Z look and feel: clear, validating, and made to resonate. The goal wasn’t just to inform, but to build trust. To extend our reach, we partnered with trusted messengers Dr. Jennifer Lincoln and Joel Bervell, whose videos brought credibility and warmth to the campaign.
Their content outperformed expectations. Dr. Lincoln’s videos earned 394,000 views and 943 saves, and Joel Bervell’s reached 137,000 views and 351 saves. Saves matter: they showed the information wasn’t just seen, but kept for later. One of our videos was even featured in Bustle’s roundup of six abortion advocates to follow on TikTok.