I find little insights that make a big impact.

Throughout my career, I've dedicated myself to understanding brands through research, insight, and instinct. I've applied this knowledge to craft strategic platforms and creative solutions for clients from Silicon Valley to International NGOs to some of Canada's biggest banks.

You don't have to be good to be healthy. 

A strategy that promotes cancer prevention by encouraging
women to try new things on their own terms.

Services

Qualitative Research, Strategy, Concept, Content Design, Copywriting - Television, Print, Social, Website, Content Creation, Mobile, Experiential

Background 

The Canadian Breast Cancer Foundation wanted to create a fully integrated campaign that — for the first time — focused on  preventing breast cancer. The challenge was that the "ways of prevention" were all well-known subjects: exercising, eating well, reducing alcohol, and quitting smoking. Not exactly new messages, so the question was, "If a woman hasn't stopped smoking for fear of lung cancer, why would she quit for fear of breast cancer?"

Strategy

It was important that women love the message, so lectures about healthy choices needed to be avoided. Therefore, a psychologist validated our hypothesis that if you feel good, you’re more likely to make healthier choices. Also, research revealed that one of the best ways to feel good is to try new things. So, the work needed to inspire women to get out of their comfort zones and try something new, knowing that it would lead them to other healthy choices. To take the pressure off, the message reinforced they didn’t need to be good at whatever it was. As long as they were trying, their health would benefit.

Clients

“Two-thirds of women who recall seeing the campaign say it positively impacted them in some way, causing them to think about ways to change their behaviour (e.g., diet, exercise, alcohol intake, etc.).” - Post campaign quantitative market research.
Based on the success of the initial campaign (targeting Ontarians only), our communications were rolled out nationally, uniting all local Canadian Breast Cancer Foundations together with one message for the first time in their history.

Our goal was to have women embrace our message by incorporating it into their everyday routine. We felt that, instead of making healthy choices appealing, historically, women had been lectured at and made to feel guilty. Through research, we learned that women in our target age group of 40 plus had higher rates of depression, which was contributing to their lack of self-care. However, when women feel good, they make healthier choices, and one of the most effective ways to feel better is to try new things. So, we created a campaign to inspire women to get out of their comfort zones and try something new, knowing that it would lead them to healthy, happier lifestyles, which in turn would help prevent breast cancer.

RESPONSIBILITIES

TD STRATEGIC
WORK

I provided strategic insight, thought leadership and content direction to inform high-level designs for TD Insurance and TD Wealth Investing's future-state discoveries. I also conducted a competitive analysis and provided strategic recommendations for the TD app store redesign and relaunch.
Case study available upon request. 

SURVIVAL 365°

RESPONSIBILITIES
Co-led strategy, creation and execution of UNICEF Canada's highly successful direct mail fundraising campaigns - Strategy, Qualitative Research, CRM, Content Design, Copywriting 

BACKGROUND
In the past, most of UNICEF's contributions came from a monthly donor program promoted through direct mail, email, door-to-door canvassing, and community events. However, with new technology changing how Canadians accessed information and responded to charitable causes, UNICEF Canada needed to develop a new donation instrument that gave contributors more choice in how their money would be spent.

EXECUTION
We created a monthly email campaign allowing donors to experience the impact of their recurring donations. With Survival 365, every time a donor makes a contribution, UNICEF sends a thank-you email detailing what life-saving products their donation has purchased. This immediate feedback established an intimate connection between their generosity and the children's improved well-being.

RESULTS 
The launch of Survival 365 saw incredible success with a 30% lower attrition rate. This immediate improvement reflected the “stickiness” of the new campaign amongst donors. At the same time, marketers quickly reached their initial goal of attracting 500 new donors across Canada.

The results were so positive that at a meeting of UNICEF fundraising leaders in Geneva, many countries, including the United States, China, Australia and New Zealand, expressed interest in utilizing Survival 365, leading to the possibility of it becoming the organization’s flagship monthly product.

Survival 365 put us on UNICEF's radar, leading to our work on Survival Gifts, UNICEF's most important fundraising campaign and allowed us tofilm our first VR film in Karamoja, Uganda.

ROI•DNA

I co-created impactful and insightful go-to-market strategies for leading Silicon Valley start-ups and scale-ups to foster rapid and sustainable growth by developing comprehensive competitive analyses and recommendations.
Case studies available upon request. 

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