OVARIAN CANCER ALLIANCE
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Hired to lead the Ovarian Cancer Alliance’s first awareness campaign, I directed strategy, creative, and production from start to finish. Knowing the goal was to reach people with little to no knowledge of the disease, I shaped a campaign that educated the public on early warning signs in a positive, approachable way—a sharp contrast to the somber tone common in cancer communications.
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Directed campaign strategy and creative concept development
Hired a marketing researcher to define goals, conduct interviews, and shape strategy
Engaged a copywriter to co-develop messaging
Directed a photographer and production team to bring visuals to life
Designed all campaign layouts and supporting materials
Facilitated an expert brainstorming session to generate budget-friendly, female-targeted media placement ideas
Oversaw a redesign of the organization’s website to align with the campaign
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With a lean budget, I maximized resources by bringing in the right experts at the right moments. The photoshoot became the campaign’s centerpiece and a deeply empowering experience for the six women featured. They styled themselves as superheroes—choosing costumes, hair, and makeup that reflected their strength and individuality—and told their stories on their own terms. The result was an uplifting, memorable campaign that gave the Ovarian Cancer Alliance its first cohesive public voice, reaching new audiences and raising awareness of lifesaving early detection.
