Senior Creative / Senior Copywriter / Scriptwriter
BEHIND THE CAMPAIGNS
THE 'TRUTH FAIRY' CAMPAIGN
The Truth Fairy campaign was a social norming campaign designed to reduce impaired driving
while enlightening student behavior and assumptions on the Western State College (aka,"Wasted State"). We created an "expert" to address a number of widely held "perceptions" and attitudes
regarding alcohol use by WSU students while informing and educating them of the "actual" lower statistics (based on extensive pre campaign interviews and questionnaire). The campaign included
several radio spots, numerous posters, pump toppers and online ads as well as a van wrap, a web-site and a number of public appearances by our Truth Fairy. Because of the campaign's success at WSU it was adapted and used for the University of Northern Colorado with a female Truth Fairy named "Ruth."
'TOBACCO FREE COLORADO CAMPAIGN
The statewide Tobacco Free Colorado campaign was created for the Colorado Department of Public Health & Environment. The campaign was aimed at providing
resources, education and support to the general public about the dangers of tobacco use, second-hand smoke and the deceptive ways big tobacco markets its products - especially towards children. This campaign included
infographics, posters, gas pump toppers, mobile and static billboards, print and online ads, bus tails, bus shelters and a website. Spanish and English versions were created for the majority of these pieces.
'EVEN ZOMBIES KNOW' CAMPAIGN
"Even Zombies Know"campaign ran in Pueblo, Colorado and targeted students at the Colorado State University campus. This too was a
social norming campaign designed to inform and educate students that their prevalent assumptions about campus-wide drinking and partying exaggerated and to a certain extent, untrue. This campaign included a series of radio spots, print and online ads, posters, gas pump toppers, van wraps, dorm wall banners, billboards, stickers, window clings and a comprehensive website.