American Red Cross

I am proud to say that for the last 3 years I’ve led the conceptualization and creation of co-branded, pro-bono promotions for The American Red Cross and Circle K Stores, which included interactive experiences housed within the Circle K Florida Facebook Page, with social ad support on Facebook. It is some of the most rewarding work that I have done, and I am fortunate to have had the opportunity to educate thousands of families across Florida to live safer lives. For these projects I served as creative director, copywriter, strategist, and oversaw the campaigns’ media targeting and placement.

Continued Success

In 2014 and 2015 I oversaw the creation of Stormproof and Firedrill — interactive Facebook apps that taught Floridians about hurricane safety and fire safety respectively, both of which won silver W3, Davy, and ADDY awards. For our third collaboration, I helped our client and team build on the success of our past educational efforts by creating and pitching a concept that went beyond educating parents in order to get their kids involved, too.

Family Learning

Through targeted Facebook ad buys, we led parents to our interactive Fire Safety Land: a children’s book-inspired adventure designed to engage families with educational activities around the house. Progress through the promotion was contingent on completing each activity, ensuring that every entrant received the full educational experience. I helped wireframe and plan the entire user experience, and also created all of the copy for the promotion.

Written For Kids

Each activity was associated with a whimsically titled area in Fire Safety Land, with easy to understand activities that would get kids and their parents moving through their house. Activities included finding and counting smoke detectors, identifying fire hazards, and picking a meeting place for a fire escape plan. So far nearly one thousand families have learned together through the Fire Safety Land app.