What it is: A campaign encouraging people to go back and complete their high school diploma.
Why it matters: Authentic, people-first storytelling built for mobile. Inviting people into the conversation, testing different approaches to messaging. Discovered a trend of "micro-communities" interacting and supporting one another within feed ad comments section.
Role: Concept and Strategy, Creative Direction, Copywriting
![](https://cdn.myportfolio.com/53ae1d28-3327-4fb5-99ec-1fc9a2893d07/27b5e955-8ffd-471f-827f-8e9e2ee00769_rw_1920.png?h=679fbff1ef0f10d5f8ebc1f977428222)