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WHY WE WALK
PROJECT TYPE
Campaign Strategy & Execution
DATE
2020
ROLE
- Led overall campaign strategy and creative direction
- Transitioned the campaign to a fully virtual experience
- Managed messaging across email, social, and digital platforms
- Developed storytelling and visuals to connect and motivate supporters
STRATEGY & EXECUTION
I led the shift to a virtual campaign that prioritized accessibility, emotion, and momentum. This included adapting content to a 10-day digital format, coordinating team participation tools, and creating shareable assets. Each touchpoint was aligned to reinforce our goal: unity through purpose, even at a distance.
RESULTS
- $1.1 million raised despite pandemic disruptions
- Engaged 2,500+ participants across 400 teams nationwide
- Delivered a cohesive, emotionally resonant campaign that maintained brand trust and connection
TAKEAWAY
This campaign underscored the impact of adaptive storytelling and unified digital strategy. Even without physical events, a mission-driven campaign—powered by thoughtful communication—can mobilize communities and drive real change.
The PKD Foundation’s Walk for PKD is a flagship fundraising event with a $2 million goal to support those impacted by polycystic kidney disease. When COVID-19 halted all in-person events, we faced a major challenge: how to maintain nationwide engagement in a socially distanced world.
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