2020 Census

CAMPAIGN: “The Census is for Everyone,” a statewide campaign to ensure Michiganders fill out the 2020 census — including research, strategy, and ideation followed by paid, earned, and owned media planning, development, execution, and optimization.
MY ROLE: As Creative Director at Güd Marketing, support on campaign positioning, strategy, messaging, customer journey, and implementation; lead on original concept, creative strategy, campaign development, and creative direction (writing, illustration, design, photo, video, audio, graphics). We had an extremely tight timeline for this work, limiting us to stock photography. To overcome this, we created custom illustrations to improve the personalized feel of the imagery.

CLIENT: Michigan Department of State

Dozens of billboards were created with specific messaging and imagery to appeal to hard-to-reach audiences throughout the state
Dozens of billboards were created with specific messaging and imagery to appeal to hard-to-reach audiences throughout the state
Nextdoor ads focused on services that rely on census results for funding
Nextdoor ads focused on services that rely on census results for funding
Nextdoor ads focused on services that rely on census results for funding
Nextdoor ads focused on services that rely on census results for funding
Benefits-focused paid social ad
Benefits-focused paid social ad
Paid social focused on ease
Paid social focused on ease
Paid social ad highlighting individual impact
Paid social ad highlighting individual impact
Campaign materials were produced in multiple languages
Campaign materials were produced in multiple languages

————— Additional Projects —————

Here for MI Outdoors
NH Loves Reading
Strong Start Healthy Start
Conservation In Action
Recycling Raccoon Squad
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