Martin Luther King, Jr. Day x National Mentoring Month Video
The challenge
Create a meaningful MLK Day post that stands out from typical nonprofit messaging while also highlighting National Mentoring Month.
The strategy
I pitched an educational video to an internal mentorship program leader that would tie the holiday to National Mentoring Month. The goal was timely content that brings real value to our audience.
The execution
Develop the messaging concept (connecting Martin Luther King Jr.’s legacy to mentorship)
Script a video featuring our mentoring program leader
Edit the video for platforms and ensure accessibility via captions
The outcome
The post saw a 450% increase in engagement over the previous year’s post
Shared by partner organizations and individuals, making it one of the organization’s most-shared videos that year
Called out by leadership as a standout example of authentic, mission-aligned messaging
Paid Social for Giving Day x Amplifying Youth Voices
The challenge
We needed a fresh approach for North Texas Giving Day. Since Hispanic Heritage Month overlapped, I saw a chance to connect the campaign to culture, community, and youth creativity.
The strategy
I used a clip of a young person performing their original music. I added on-screen text to tell a bit of his story while the video played, giving viewers context without losing momentum. The ad tied his performance to the importance of investing in youth voice and creativity.
The execution
Cut the video for paid placements
Added text overlays and wrote the ad copy
Optimized for reach and engagement across Facebook and Instagram
The outcome
The ad pulled strong engagement—especially on Instagram—and brought meaningful traffic to our Giving Day page. It also reinforced something we already believed: making space for youth to create.
Gen Z Job Fair Recruitment Ad
The challenge
Drive sign-ups for a job fair aimed at young people, despite Big Thought’s typical audience skewing older (parents, educators, and donors).
The strategy
Create a paid social campaign with a clear Gen Z voice (visually dynamic, playful, and conversational) to break from the organization's usual tone and meet young audiences where they are. Focus messaging on empowerment, access, and next steps for their future.
The execution
Launched a targeted Instagram ad campaign focused on late high school and early-college-age audiences.
Crafted youth-friendly copy and design that aligned with Gen Z trends, prioritizing clarity and relevance over polished formality.
Set up a custom lead form to capture interest and streamline the RSVP process.
A/B tested visuals and copy variations to find the strongest-performing combination.
The outcome