Copywriting

A sample campaign, and a handful of social media and print samples are featured here as examples of strategic approach and voice for various audiences. My copywriting experience covers many bases including tv, radio, social, website, technical, formal, retail, newsletters, B2B, and long and short-form content.

Integrated Campaign

In South Dakota, the number of congenital syphilis cases has increased dramatically and the consequences of going untreated have life-long, if not life-threatening repercussions. To raise awareness quickly and encourage testing, we developed a social media campaign designed to reach the most at-risk audiences. With limited budget, we aimed a series of educational posts at specific groups including pregnant women, youth, and young adults, as well as those living in reservation areas and vulnerable counties across the state. The social media campaign served as the primary driver of the messaging and was supported by radio and billboard flights. A set of educational print materials, including posters, door hangers, and window clings, directed people to new content added by the client to the DOH website. These base materials were distributed by DOH staff in their coverage areas just ahead of the formal campaign launch. Brief but heavy corresponding radio flights pulsed in the two largest metro areas in the state and on Native stations in and around 10 priority counties. A billboard flight was added in Rapid City for additional visibility in a high-risk county. Digital messaging rotated in 12 locations city-wide over the course of 4 weeks.

Over the course of this campaign, we reached more than 100% of the estimated audience with high frequency. On Facebook and Instagram, over 204,600 South Dakotans were reached an average of 13x. Seven Snapchat ads received over 1,000 swipe-ups each. combined the social media ads generated over 16,000 website visits. In three and a half months of promotion, we saturated counties with elevated congenital syphilis rates with vitally important information to protect the health of women and the lives of newborns, the most vulnerable South Dakotans.

Social Media

  • Healthy Cooking at Home

    Eating right doesn’t have to be complicated. Just a few simple changes can make meals healthier. Find out how to make some smart swaps on your favorite dishes to make them more nutritious at: HealthySD.gov

  • The Power of Three

    Need a boost? Proteins, carbs, and even fat (yes, fat!) are all powerhouse nutrients in the foods we eat every day. They fight infection, give us energy- and that’s just the beginning! Check out how you can tap into their power: HealthySD.gov

  • Stress & Depression

    Pandemics can make us feel isolated, lonely,
    and often increase our stress and anxiety. Finding ways to cope is critical. For anyone struggling with Opioid Use Disorder, other substance addiction, or mental health issues — we can help. AvoidOpioidSD.com

  • Deadly Mix

    Mixing alcohol with opioids can have serious
    – even deadly – consequences. Together this
    combination can slow or stop a person’s breathing or heart. Find out how to prevent opioid misuse and abuse: AvoidOpioidSD.com

  • Feeling the Fog?

    Nicotine addiction is no joke. It makes it harder to concentrate, learn, and control impulses. Come out of the cloud. We can help anyone 13+ quit. Call 1-866-SD-QUITS or sign up online for FREE coaching & medication. SDQuitLine.com

  • Mood Swings?

    Vaping can cause mood swings,
    depression, and permanent brain damage. Ditch the stress and kick your habit. Call 1-866-SDQUITS or sign up online for FREE coaching & medication for anyone age 13+ SDQuitLine.com

  • Better with A Buddy

    Over the brain fog, anxiety, and mood swings?
    Ditch vape – Feel better and get healthy. 2X the fun quitting with a buddy AND 2X the success with a Quit Coach. It’s FREE. Call 1-866-SD-QUITS. SDQuitLine.com

  • Kick Start!

    Thinking of quitting tobacco or vape, but not
    ready for a quit coach yet? Try our Kickstart Kit, it’s FREE – with up to four weeks of patches, gum, or lozenges, and a Quit Guide. Get started and give it a shot at: FindYourPowerSD.com

  • Don't Give Up

    Most people need at least 7 tries to quit smoking or vaping for good. We provide tools, tips, coaching, and medication to anyone 13 or older. And it’s all FREE. Call 1-866-SD-Quits or sign up online now at: FindYourPowerSD.com

  • Ditch Vape Feel Great

    A few puffs can turn into a serious addiction. The nicotine in vape is highly addictive. It can cause mood swings and amplify feelings of depression and stress. Calm is easier when you quit. So ditch vape. Call 1-866-SD-Quits or sign up at: SDQuitLine.com

  • Hang In There

    It can take most people up to 7 tries to quit vaping or smoking for good. We can help you build a support team, and provide tools, tips, coaching, and medication to anyone 13 or older. And it’s all FREE. Call 1-866-SD-Quits or sign up at: SDQuitLine.com

  • Vape Is Sneaky

    and now you’re addicted. Vape is full of nicotine and toxic chemicals. It causes mood swings, makes depression worse, makes it harder to learn, and causes permanent brain damage in kids 24 and under. Ditch vape. Feel better. FindYourPowerSD.com

Health Advocacy

What makes a community healthy? What tools can communities use to help employers, health advocates, and community leaders inspire healthy habits? Start by translating an old-school 64-page PDF into an updated, accessible, interactive, customizable, online guide. We used the design thinking process and user empathy to create the Workplace Wellness Toolkit and provide an organized, easy-to-use resource for busy employers and HR professionals.

Another strategy is to partner with national organizations, customize a game plan, and develop a set of integrated support materials that piggyback on a successful evidence-based program. The Move Your Way South Dakota Playbook and support materials were developed to provide local physical activity champions with tips and ideas to plan, implement, and evaluate their community physical activity efforts. We created a series of social media posts pointing people to the website where they can download the playbook and request a pop-up display that includes a set of retractable banners, a table runner, tabletop display, and rack cards that can be used in conjunction with nationally produced fact sheets.

Healthcare Providers

  • Behavioral Health Infographic

    Geared for providers, this infographic highlights statistics they may not be aware of and addresses common misconceptions about tobacco cessation and behavioral health conditions.

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  • Industry Trade Publication

    Reinforcing the idea that naloxone saves lives to help address stigma within the healthcare field and encourage providers to refer their patients to the Resource Hotline.

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  • Low Socioeconomic Status Brochure

    Designed to increase awareness among providers this piece calls out disparities people of low SES face and offers strategies for talking to patients.

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  • Medical Journal

    Postpartum depression is serious and often unrecognized by providers. This ad was designed to feature SD-specific stats and encourage discussion and referral.

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