Role: Lead Strategist

Objective
Reignite the Seize the Awkward campaign with a new team and creative strategy. Increase mental health awareness among young people and reduce stigma around starting conversations.

Insight
Young audiences aren’t avoiding mental health content because they don’t care. They’re avoiding it because it often feels clinical, dated, or disconnected from the way they communicate. The message needed to be creatively aligned with their culture and consistently present in their feed to cut through.

Strategy
Shift the tone from PSAs to peer-level conversation. Build a production rhythm that lets us show up with relevance and reliability. Match the speed and style of internet culture while grounding everything in empathy and care.

Results

  • Surpassed content delivery benchmarks early in the campaign cycle.

  • Amplified the Megan Thee Stallion partnership to reach new audiences and spark wide organic engagement.

  • Increased social engagement through trend-aligned creative and real-time responsiveness.

  • Led the repositioning of Seize the Awkward as a culturally aware and creatively credible voice in youth mental health.

  • Generated 76.8M total impressions from October 2022 to June 2023, reflecting the campaign’s expanded reach and cultural resonance.