Right Our Story is a youth-led anti-bullying campaign developed in partnership with the State of California’s Mental Health Services Oversight and Accountability Commission (MHSOAC) and Media Cause. The initiative combats the rise of race-based bullying among K–12 students, particularly within AAPI and BIPOC communities, by empowering youth to share their experiences and advocate for change.
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I partnered with the campaign’s Senior Art Director to establish and maintain a cohesive visual identity across all campaign touchpoints, including the microsite, social media content, digital and out-of-home ads, event assets, engagement activities, and a comprehensive toolkit. I also collaborated with The Little Labs on the campaign’s animated video, helping shape the visual direction, charcater design, refine the story, and provide feedback throughout production to ensure alignment with the broader creative vision.
Right Our Story is a youth-led anti-bullying campaign developed in partnership with the State of California’s Mental Health Services Oversight and Accountability Commission (MHSOAC) and Media Cause. The initiative combats the rise of race-based bullying among K–12 students, particularly within AAPI and BIPOC communities, by empowering youth to share their experiences and advocate for change.
I partnered with the campaign’s Senior Art Director to establish and maintain a cohesive visual identity across all campaign touchpoints, including the microsite, social media content, digital and out-of-home ads, event assets, engagement activities, and a comprehensive toolkit. I also collaborated with The Little Labs on the campaign’s animated video, helping shape the visual direction, charcater design, refine the story, and provide feedback throughout production to ensure alignment with the broader creative vision.
Right Our Story is a youth-led anti-bullying campaign developed in partnership with the State of California’s Mental Health Services Oversight and Accountability Commission (MHSOAC) and Media Cause. The initiative combats the rise of race-based bullying among K–12 students, particularly within AAPI and BIPOC communities, by empowering youth to share their experiences and advocate for change.
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In each campaign phase, we drove awareness of the 988 Lifeline and its new features, gaining 384 million impressions, including 18 million video views, and giving vulnerable communities access to a free, potentially life-saving mental health tool.
Across platforms, our creative assets helped to tell a story of hope amidst struggle, guiding people to the 988 number, platform, and other resources. This increased tool favorability by 74% and website visits by 30%, leading to over 600k views.
We were recognized for this impactful work by receiving a Marcom Gold Award.
I partnered with the campaign’s Senior Art Director to establish and maintain a cohesive visual identity across all campaign touchpoints, including the microsite, social media content, digital and out-of-home ads, event assets, engagement activities, and a comprehensive toolkit. I also collaborated with The Little Labs on the campaign’s animated video, helping shape the visual direction, charcater design, refine the story, and provide feedback throughout production to ensure alignment with the broader creative vision.
We iterated off of the success of phase 1 for phase 2 by keeping what was working and pushing the concept of the squiggle motif further into a human-centric direction. We used powerful portraits of individuals giving strong eye contact through the squiggling lines to appeal more to the emotion of our audience. This evolution is a natural progression of telling the story of 988.
Right Our Story is a youth-led anti-bullying campaign developed in partnership with the State of California’s Mental Health Services Oversight and Accountability Commission (MHSOAC) and Media Cause. The initiative combats the rise of race-based bullying among K–12 students, particularly within AAPI and BIPOC communities, by empowering youth to share their experiences and advocate for change.
Check live website
I partnered with the campaign’s Senior Art Director to establish and maintain a cohesive visual identity across all campaign touchpoints, including the microsite, social media content, digital and out-of-home ads, event assets, engagement activities, and a comprehensive toolkit. I also collaborated with The Little Labs on the campaign’s animated video, helping shape the visual direction, charcater design, refine the story, and provide feedback throughout production to ensure alignment with the broader creative vision.
I created this travel poster for the Town of Narragansett to support local pride during quarantine. The goal was to highlight areas that are important to locals rather than tourists. Narragansett is where I grew up and where I stayed during the pandemic, so this project was very personal to me. The POV is from my paddle board on the Narrow River.
I designed these event posters for the School of the Museum of Fine Arts' Health, Safety, and Sustainability Day. The plastic bag is meant to call attention to our environmental audience as they see the print from afar. The type and imagery on the plastic bags mirrors those that are common in everyday life, but with a twist.
Right Our Story is a youth-led anti-bullying campaign developed in partnership with the State of California’s Mental Health Services Oversight and Accountability Commission (MHSOAC) and Media Cause. The initiative combats the rise of race-based bullying among K–12 students, particularly within AAPI and BIPOC communities, by empowering youth to share their experiences and advocate for change.
Check out live website
I partnered with the campaign’s Senior Art Director to establish and maintain a cohesive visual identity across all campaign touchpoints, including the microsite, social media content, digital and out-of-home ads, event assets, engagement activities, and a comprehensive toolkit. I also collaborated with The Little Labs on the campaign’s animated video, helping shape the visual direction, charcater design, refine the story, and provide feedback throughout production to ensure alignment with the broader creative vision.
Right Our Story is a youth-led anti-bullying campaign developed in partnership with the State of California’s Mental Health Services Oversight and Accountability Commission (MHSOAC) and Media Cause. The initiative combats the rise of race-based bullying among K–12 students, particularly within AAPI and BIPOC communities, by empowering youth to share their experiences and advocate for change.
Check live website
Right Our Story sparked statewide momentum, reaching over 232M impressions across California through a mix of on and offline channels. The campaign drove 3.5M+ ad clicks, 1.2M+ unique website visitors, and over 207K social engagements, including story shares, reactions, and dialogue around race-based bullying.
More than 4K personal stories were submitted. The platform also cultivated a growing community of 10K+ youth members, signaling the power of co-creation when young people are given the tools to advocate for themselves and each other.
The campaign earned widespread recognition, taking home a Platinum MarCom Award, a Bronze Anthem Award, a Silver MUSE Creative Award, and was named a Shorty Award finalist in Integrated Campaigns.
I partnered with the campaign’s Senior Art Director to establish and maintain a cohesive visual identity across all campaign touchpoints, including the microsite, social media content, digital and out-of-home ads, event assets, engagement activities, and a comprehensive toolkit. I also collaborated with The Little Labs on the campaign’s animated video, helping shape the visual direction, charcater design, refine the story, and provide feedback throughout production to ensure alignment with the broader creative vision.
I led the agency’s first MLB creative partnership for the campaign, taking point on both concept and design. This activation rolled out during the summer of 2024 and included creative collateral across 12 multimedia formats, from in-stadium event activations to large-scale ad takeovers.
As a second-phase push, we launched the Bullied Button campaign—an interactive concept inviting audiences to “press the issue” and surface real stories of bullying. The activation deepened engagement and reinforced the campaign’s core message: youth deserve to be seen, heard, and supported.
