When it comes to designing ways for people to take action, one of the most effective tools are literal objects: posters and signs, boxes full of resources, books, and fold-out pamphlets. Oftentimes these ideas get thrown out there during brainstorms ('how the heck are we actually going to make that?!'), but delivering on them has proven to be an energizing opportunity to activate real change.
Over the last decade, I have been a project manager for groundbreaking ideas. From producing global activations at Invisible Children to consulting with teams on one-off ideas, I am proud of how I balance creativity with get-er-done.
Starbucks Create Jobs for USA
In 2011, GOOD joined Starbucks in their effort to unite community development corporations, corporate donors, and individuals through Create Jobs for USA (you might remember those “Indivisible” wristbands for sale at their stores).
GOOD advised on the strategy and execution of this massive campaign, and I served as the main project manager, driving the whole kit and caboodle. That meant: the design and production of an infographic explanation of the campaign, printing and distributing this infographic into a fold-out newspaper available at every Starbucks, producing a special launch event at their Harlem store, overseeing the production for promotional and documentary-style videos, and driving all the creative around the campaign.
It was a lot of moving parts, but thanks to this campaign, 750,000 wristbands were sold to fund over 3,800 jobs through Starbucks' partnership with Opportunity Finance Network.
Nestlé Waters Water Conservation Kit
When the California drought was at a fever pitch a few years ago, Nestlé Waters (and their regional California brand Arrowhead) wanted to jump in and show that they too are working hard to save where possible.
Supporting the team at GOOD, I concepted and produced a series of ideas that could make real and immediate impact. Our focus was on the 5,600+ employees across the state—through them, we would start with a small intervention and hope to inspire even more thoughtfulness in their families.
The main focus of this campaign was a box featuring seven home and garden products. Collectively, these items could save over 63 million gallons of water within a year.
To make these otherwise-normal items feel special—like a gift—I brought on the team at Ludlow Kingsley to give it the heart and soul that it needed. The boxes were screenprinted with a cheery message, stuffed with the seven items, and accompanied with a series of postcards that highlighted other water-saving activities. Nestlé was so proud of these little boxes that they put them up for sale on Amazon and distributed beyond their team in California.
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