Grounded in audience research, our strategy focused on Black and Latinx men and women aged 30–49—many of whom already cared deeply about these issues and were motivated to vote in support. We invited them to step into a new role:

• Connect to the identity of Gen C

• Amplify caregiving stories in their own communities

• Engage in advocacy for a stronger care economy

What we delivered:

• A visual and messaging identity for Gen C, including site design and brand voice

• A hero video spotlighting the sandwich generation

• Digital ads targeting core audience segments

• Three standout creative tactics designed to move people from empathy to action

I led the creative strategy from insight to execution, translating our research into narrative, naming the campaign, crafting the tagline, and developing creative concepts. I worked hand-in-hand with the creative team to make sure the tone felt human, relatable, and culturally aligned because a care movement can’t just speak about people. It has to speak to them.