Cystic Fibrosis Awareness Month

Reached 500K+ people through May 1 launch content and generated 1,000+ new Facebook leads at approximately $1.66 per lead through the Cystic Fibrosis Foundation’s CF Awareness Month campaign.

I led the campaign from concept through execution, owning the annual creative direction, campaign strategy, and integrated content delivery. Each year, I developed and pitched the campaign theme, establishing the central narrative and visual direction that unified the initiative. My approach centered on a simple principle: people connect with people, not information. I built the editorial strategy around this idea, balancing accessible CF education and awareness messaging with compelling stories from people living with cystic fibrosis and their families.

I directed the development and publishing of social, email, video, and digital content, working cross-functionally with designers, internal stakeholders, and community contributors to bring the campaign to life. I also managed paid social investment within the Foundation’s six-figure annual Meta budget, overseeing campaign promotion and performance. Alongside content delivery, I led community-facing messaging and engagement and developed branded resources and templates that enabled 80+ Foundation chapters to extend the campaign through their local communities.

The result was a coordinated awareness initiative that combined creative leadership, community-centered storytelling, and performance-driven marketing, supported by 31 days of campaign activation.