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 new audiences to RLDF’s critical work, expanded their supporter base, and shifted the conversation around criminalization and reproductive care. It was a true demonstration of a multifaceted approach: combining creativity, strategy, data, and heart to deliver work that informs, inspires, and moves people to action.
Ideas in action
In 2023, I led a full-scale, award-winning creative campaign in partnership with the Repro Legal Defense Fund (RLDF) to elevate their unique services and build nationwide brand awareness. The campaign earned a Platinum MarCom Award for Excellence in Strategic Communications and Digital Marketing, recognizing the depth of our strategy, the creativity of our execution, and the measurable impact of our work.
Our goal was to reach and resonate with audiences often left out of traditional narratives around reproductive justice. Through thoughtful research and testing, we developed plainspoken messaging, emotionally resonant creative, and a multi-phase strategy that guided audiences through an intentional journey—from awareness to action.
We placed digital ads across a range of channels and platforms—including geo-targeted programmatic ads, influencer partnerships, and out-of-home placements like billboards, airports, and bus stops—ensuring RLDF’s message reached people both online and in real-world environments. Our creative embraced the immediacy of online searches related to abortion, miscarriage, and legal support, crafting ad copy and video content around real user intent and language.
From the start, our approach was grounded in human-centered design, keyword research, and continuous optimization. We tested messaging and visuals across platforms, learning what sparked the most engagement—like language directly referencing legal concerns around miscarriage or abortion—and tailored our efforts accordingly.