The Objective

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Design a strategic and newsworthy communications campaign for a legacy nonprofit—one that moved people to act not just with their wallets, but with their hearts.

For the Leukemia & Lymphoma Society (LLS), our mission was to reposition the brand as bold, empathetic, and human-centered—using storytelling to build a stronger emotional bridge between donors, advocates, and young cancer patients.

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The Challenge

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LLS is already a trusted, well-resourced organization. Our challenge wasn’t inventing impact—it was reframing how it’s experienced. In just three weeks, we had to build a cross-platform campaign that felt deeply human, emotionally resonant, and share-worthy across digital and physical touchpoints.

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The Strategy

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Bridge the gap between abstract charity and real human impact through immersive storytelling and community-driven amplification.

Our strategic lens focused on empathy, not pity—showcasing the dreams of young patients instead of just their diagnoses. We created both digital and experiential moments to help audiences step inside the fight and see themselves in the solution.

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My Role & Contributions

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As the lead content strategist, I was responsible for:

1. Writing the campaign messaging and emotional narrative
2. Designing and building the Webflow landing page
3. Creating all visual assets in Figma and Canva
4. Translating big ideas into executable tactics (e.g. social copy, landing page flow, influencer alignment)
5. Guiding the tone and clarity across every touchpoint

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Core Campaign Messages

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“Every Future Deserves a Fighting Chance”We spotlighted the interrupted dreams of young cancer patients—and how supporters could help give them back.

“Step Inside the Fight”We invited empathy by letting people experience the journey through immersive storytelling—not just statistics.

“From Sickness to Strength — Together”This wasn’t just a donation drive. It was a collective movement toward healing.

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Key Campaign Tactics

Webflow Landing Page

I designed and developed the landing page to host video stories, patient dreams, and CTAs to amplify or donate. The tone was warm, empowering, and human.

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Immersive Van Experience

A traveling AR/VR experience simulating the patient journey—designed to turn awareness into visceral understanding.

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#TheLifeTheyreMeantToLive

A social media campaign fueled by user-generated content. Every post using the hashtag triggered a $1 donation from a corporate partner.

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Brushes of Hope (Live Event)

In partnership with the NY Public Library, this interactive art + reading session gave young patients space to imagine and draw their dream jobs—featured in our campaign visuals.

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Visual Showcase

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• Landing page: Designed in Webflow with embedded video, photo essays, and dream stories
• Mockups: Social media posts, event posters, UGC templates created in Canva & Figma
• Tone guide: Warm, emotionally hopeful, and rooted in storytelling — not just calls-to-action

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Visit The Campaign Landing Page - https://templates-a1380d.webflow.io/lls

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The Outcome

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The campaign was selected by our professor to be shared directly with LLS for potential use. It earned glowing praise in class, not only for execution but for emotional impact.

More importantly, it helped me discover something I now lead with:
I’m not just a designer or a marketer—I’m a strategic storyteller who can lead campaigns that move people to action.

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What This Project Taught Me

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1. Empathy is a growth lever.
2. Attention is earned through clarity, not noise.
3. Big ideas only work when made emotionally small

Even established brands need fresh eyes—and this experience showed me I’m ready to bring both strategy and storytelling to the table.

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