For a nonprofit serving Skid Row, I built a storytelling campaign that shifted focus from numbers to names.
Each meal became a moment of connection — told through narrative portraits and short videos spotlighting dignity, not despair.
Result: 3x engagement increase, local press coverage, and new donor relationships.
Focus: Narrative Branding, Social Impact, Human-Centered Storytelling
The goal was simple: make people care about one another again, not just the cause.
Instead of faceless statistics, we told human stories. One meal, one person, one act of care at a time.
Short-form video portraits highlighting human stories
Narrative-driven copy for social, press, and digital media
Brand tagline and storytelling framework for long-term use
Photo series and digital campaign assets for fundraising initiatives
What I Did:
Developed the creative concept and messaging strategy
Wrote narrative scripts and interview frameworks
Directed the tone and storytelling for all social content
Crafted headlines, captions, and campaign copy that made the mission relatable and real
Helped design visual tone ie. black-and-white portrait series mixed with warm, human moments)
Impact:
3x engagement increase across social platforms during the campaign
Local press coverage in LA community outlets and nonprofit newsletters
New donor relationships sparked by personal storytelling
+40% volunteer sign-ups after the first campaign push