Dove Self Esteem Fund
Change One Thing
In well over a decade of experience working with Dove, I have overseen numerous successful campaigns.
On this project, I oversaw the creative and production, including identifying the key insight that every child wants to change at least one thing about themselves.
The big idea, 'Change One Thing' - truly resonated with audiences and successfully inspired millions of kids and their parents as well as being widely shared and featured in both Time and The Huffington Post.
DC Melanoma Fund
Dear 16 Year Old Me
I helped the David Cornfield Melanoma Fund inspire young people to make a melanoma self-check part of their regular routine. But how do you make young people think about the risks they’re taking with their skin, years before a problem might occur?
‘Dear 16-Year-Old Me’ featured melanoma survivors sharing their stories, specifically the lessons they learnt the hard way, with their younger self.
Despite zero paid-for media support, the film passed 1 million YouTube views in its first week and eventually became the 7th most shared ad in the world for 2011. The original upload has been watched more than 7 million times on YouTube by people in 215 countries. And that’s not including the subtitled versions that have been created, or the unsolicited re-postings elsewhere.
The campaign was featured on the NBC Today Show.
