Awards
MarCom Awards Platinum Winner – Strategic Communications & Digital Marketing
Client
Repro Legal Defense Fund
Timeline
2023-2024
Role
Project Manager and Creative Direction
Scope
Nationwide digital campaign to drive brand awareness
Impact
65+ million impressions
405,000+ ad clicks
Above-average engagement across video and display channels
Beyond the numbers
This campaign introduced RLDF’s work to people who had never heard of it, grew their community of supporters, and built awareness of the realities of criminalization and the support that exists for those facing it. For me, it showed what’s possible when creativity, strategy, data, and heart work together: work that informs people, inspires them, and moves them to act.
Ideas in action
In 2023, I led a national campaign with the Repro Legal Defense Fund (RLDF) to help more people learn about their services and to make sure those who needed them knew where to turn. The campaign went on to win a Platinum MarCom Award for Excellence in Strategic Communications and Digital Marketing, recognizing our strategy, creative, and results.
We set out to reach people who are often left out of conversations about reproductive justice. Research and testing shaped everything: plain, direct messaging, creative that felt human, and a campaign that unfolded in phases, moving people from awareness to action.
We showed up where people already were, online and off. That meant geo-targeted digital ads, partnerships with trusted creators, and placements on billboards, in airports, and at bus stops. Our creative was built around the urgent searches people make when they’re worried about abortion, miscarriage, or legal trouble, using the words they actually type.
Throughout the campaign, we listened and adjusted. We tested messages and visuals across platforms and learned that the most direct language, like naming legal concerns around miscarriage or abortion, sparked the most engagement. Then we leaned into what worked.