Federal Research Funding Impact Campaign Strategy

The Challenge: We needed to let audiences know that a reduction in federal research funding would be catastrophic to the university. But “federal research overheads” felt abstract, making it hard for the public and policymakers to grasp its real-world impact.

What I did: Developed a storytelling campaign strategy connecting federal grants to tangible, human outcomes.

Key Moves:

• Turned dry data into three core imperatives that guided all communications.

• Applied human-centered storytelling across multiple channels to increase engagement.

• Collaborated across content and creative to balance rigor and accessibility.

Impact: Helped audiences see the tangible effects of federal funding, creating clarity, alignment, and stronger advocacy.

Click the image below for the strategy PDF!