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.
