World AIDS Day | Keep the Promise Events
World AIDS Day at AIDS Healthcare Foundation is a big deal. Part of my role was to create the brand voice and feel for each event. In 2019, the copy I created set the tone for each show across the nation and laid the foundation for the largest digital advertising strategy in the companies history.
My role: show branding, scriptwriting, web copy, email blasts, social copy
Billy Porter Opening Monologue
I wrote the run of show scripts for all seven event "hubs" including the show in Los Angeles, hosted by Billy Porter.
"Hello, Los Angeles! I’m Billy Porter, and I’m excited to be your host for the evening. As you may know, I’m a part of Ryan Murphy’s new series Pose... My character, Pray Tell, is the emcee of the balls, larger than life, and struggles with an HIV diagnosis.
I knew I had to be a part of this show because I lived this, it’s my story too. It’s our story. So many of us here lived through this era. We remember the fear, the prejudice, the overwhelming losses, and the strength and resilience of our community as a whole. That’s why I’m so proud to be here tonight.
Standing up in honor of the friends we lost and equally as important, to celebrate those who survived. Coming together like this is vital to the cause. Too often the story of those living with HIV and AIDS is overlooked or thought of as a thing of the past. But I’m here tonight to show the world that we aren’t afraid to remember even when it might be easier to forget. We’re all here to raise our voices and stand with AHF to keep fighting until we eradicate this disease for good."
Web Copy
Email and Social Copy
Proposition 21
Proposition 21 is the updated, 2020 version, of Prop 10, continuing the fight to make rent control more widely available in California. The Prop 21 team knew they needed to target Black and Latino renters, young progressives, and Democrats. My team was tasked with creating content that spoke directly to these audiences.
My role: concept ideation, scriptwriting, social media content curation, partnerships & captions
Social media outreach was another big component of the campaign. My team pitched influencers and oversaw a very successful partnership with Tabitha Brown. A member of our team was able to go on her live and speak about the ballot measure with great engagement and support from her followers and a high number of overall donations.
My team was also responsible for rebranding and redesigning the Yes on 21 Instagram. We set brand guidelines and came up with content and copy that spoke to the target demographics. We saw consistent increases in follower growth, engagement, and reach. Our content outperformed the opposition in overall follower total on every social media platform.
