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This is MS
Project type
Multi-channel Awareness Campaign
Date
2018 to 2021
Role
- Campaign ideation and strategy, pitching to gain C-level buy-in and budget
- Casting
- Lead copywriter of ad copy based on authentic stories
- Video scripting for story vignettes
- Led marketing plan execution across channels including advertising (PSAs, outdoor, digital), social media, grassroots community awareness, public relations, website development and enhancement, email, fundraising strategy
This is MS brings to life the raw, authentic stories of people who live with MS from all walks of life. Through their powerful stories, they help build understanding and support for others living with disability in the general public.
Goals: Drive top of funnel awareness through storytelling as well as foster engagement through inviting the MS community to share their version of #ThisisMS
Results: Wide-scale adoption of #ThisisMS hashtag that's still active today. over 6 M video views, 270+ million impressions/year, over 1B impressions over campaign tenure
