Plan C Pills
Plan C is a website that shares information on where to get abortion pills, founded by storied repro rights activists. As Dobbs fell, they were inundated with press interest and partnership offers (including a Sundance documentary). They needed a cohesive long-term strategy for discussing and promoting their work, and it needed to both attract attention and stay on the safe side of the changing legal landscape. They also needed to pay close attention to their audience, focusing on people who needed this info, not other activists.
I worked with them to corral and triage hundreds of requests, helping to direct information to outlets within our audience strategy, like rural consumers in affected states and native Spanish speakers. My team placed their digital director’s first op-ed at Teen Vogue, as well as quotes and interviews in Vox, NPR, Rolling Stone, Yahoo, MSN, Wired, The Guardian, and many others, garnering at least 15bn impressions. I also helped them navigate through a number of tricky legal/comms issues, like the proposed Texas law that would have taken them off the internet, and questions about digital security for abortion websites. I was most proud, though, to place interviews with their team members in local papers and tv news, including Spanish-language sources, that moved the needle on rural awareness for a crucial abortion alternative in Texas.
Miss Universe
An extremely storied brand with a less-than-ideal history, I met Miss Universe in the middle of their rebrand to an inclusive, body-positive, women’s empowerment organization. I worked on press (titleholder R’Bonney Gabriel on the cover of Maxim, owner Anne Jakrajutatip in Them and Cosmo), a release strategy around their 72nd annual show (Variety, Deadline), appearances at major events like New York Fashion Week, and digital strategy across their many accounts and brands. My takeaway: major brand reboots require messaging discipline and tight teamwork, but can work as long as everyone is genuinely bought in.
Global Press Institute
GPI founder and CEO Cristi Hegranes wrote her first book, Byline, and wanted help sharing it with journalists, editors, and journalism students. We helped her work out impactful messaging around the book, then sent it out into the world - resulting in a 20-stop book tour hitting universities, nonprofits, bookstores, libraries, conferences, and event stages around the country. We produced several of these events in-house and coordinated with in-house producers for the rest, organizing conversation partners, promo materials, and guest lists. I also oversaw media pitching and messaging that resulted in coverage from CNN to NPR's 51% to major outlets around the world.
