May Campaign
May is mental health month, and every year, the marketing team organized and executed events, awareness campaigns, and fundraisers.
One of the most moving campaigns I had the opportunity to lead was the #SeeMe May Campaign, a multi-channel initiative designed to humanize the lived experience of mental illness and drive donor engagement. I spearheaded the "#SeeMe" theme, working closely with a communication committee, external contractors, and my internal creative team. My primary role was lead creative ideation and secure the support of both internal stakeholders and external community partners.
#SeeMe Mosaic
The centerpiece of the campaign was a mobile, interactive 12x8-foot mosaic wall.
I collaborated with volunteer consultants to engineer a modular, transportable structure (timber frame and foam-board components) that could be deployed at high-traffic community events.
We invited participants to write how they personally wished to be seen and "understood" on individual triangles, pinning them to the wall. Over time, these individual stories combined to spell out a massive "See Me" message.
The goal was to have 125 people write how they would like to be seen and pin it to the wall. Eventually, it would spell “See Me.” Every time we set up, I worried there wouldn’t be enough people and we’d have this awkwardly bare mosaic. We were just a few marketers carrying power tools and hoping to have enough interested people at each location.
I left every event just surprised at the participation and the hundreds of meaningful triangles I had in my possession.
Multi-Channel Deliverables & ROI
Digital Fundraising: A targeted social media campaign generated $24,000 in direct donations.
Direct Mail Excellence: An end-of-year follow-up campaign utilizing the same theme generated $60,000 through traditional donor mailers.
Storytelling & Media: I oversaw the production of a podcast series and promotional videos featuring program participants, which helped secure earned media coverage across local outlets.
