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 stands out most about this project is how a youth-first, journey-informed strategy led to lasting results. We built not just a campaign, but a pathway for young people to find answers when they need them most.
Ideas in action
As part of our ongoing collaboration with If/When/How, I helped lead the development of a creative strategy and digital marketing campaign to raise awareness of the Judicial Bypass Wiki — a vital online resource for young people navigating abortion access in states that require parental or legal consent.
From the outset, we identified youth, especially those under 18, as our core audience, and we knew we had to meet them with information that was accessible, trustworthy, and relevant to their real-time experiences. Our three-pronged strategy focused on:
Long-term discoverability through SEO-rich content,
“In-the-moment” marketing that showed up when they needed it most, and
Meeting youth where they are, particularly on platforms like TikTok and Instagram.
We developed a full creative suite of digital ads with a Gen Z aesthetic — clear, validating, and designed to resonate. Our content didn’t just inform, it built trust. To expand reach, we partnered with trusted messengers like Dr. Jennifer Lincoln and Joel Bervell, whose videos brought credibility and heart to the campaign.
Influencer content outperformed expectations. Dr. Jennifer Lincoln’s videos earned 394K views and 943 saves, while Joel Bervell’s generated 137K views and 351 saves—a strong indicator that the information was not only seen, but valued. One of our videos was even featured in Bustle’s roundup of six abortion advocates to follow on TikTok.