https://www.lizzydivine.com/new-page daily 0.75 2024-03-26 https://images.squarespace-cdn.com/content/v1/5a04c129fe54efce85a447f0/1511145926460-CHC1AVMU763J23HC01AD/planetzombie.jpg Selected Work The Challenge: The environmental movement is struggling to build a strong coalition against climate change. A large reason for the movement’s lack of allies is due to that fact that since its inception in the 1800s, environmentalism has retained an elitist reputation and is known as the movement focused on protecting nature to benefit upper-class. We wanted to widen the funnel into the climate change movement by showing that the fight against climate change isn’t just about preserving nature but fighting for each other’s basic rights to survival. The Insight: Young people are obsessed with zombies. From blockbuster movies to primetime TV, zombies are everywhere. The Campaign: To introduce young people to the concept of climate justice, I created Planet Zombie, a choose-your-own-adventure SMS zombie apocalypse game where users try to survive the from the point of view of someone living in a low-income community. The game shows users the impact of climate change and how this issue relates to others they are passionate about, like discrimination, poverty, health, and others. The experience concludes by asking users if they want to be climate justice activists. Choosing “yes” is accompanied by a prompt to tweet and a sample message that can be sent to their state’s governor asking them to support the Clean Power Plan. https://images.squarespace-cdn.com/content/v1/5a04c129fe54efce85a447f0/1511146458828-IG4URQWBMZD8MQWEW560/V-Card.jpeg Selected Work The Challenge: 19% percent of 18- to 29-years old cast ballots in the 2014 elections. That was the lowest youth turnout rate ever recorded in a federal election. This was a huge issue that DoSomething.org wanted to address, but studies showed that talking about millennial apathy and low voter turnout only normalizes it. The Insight: Research done by multiple organizations found that sending a peer a card to celebrate their first election, with a direct and tangible way to register, significantly increases the likeliness of that person registering and turning out to vote. The Campaign: During the 2016 election, DoSomething helped change the narrative around youth voter turnout by celebrating the act of voting for the first time, aka losing your V-Card! We framed voting as an awesome rite of passage that should be celebrated, and created FOMO (fear of missing out) around the election. Young people shared funny and flirty memes on social media to invite their first-time voter friends to lose their voting virginity. Once a young person clicked on the meme they were brought to a voter registration form. To normalize the act of voting even more, we recruited tons of young celebrities and influencers who were also celebrating losing their V-Card in their first election. In just two months, over 147,000 young people signed up for Lose Your V-Card and 10,000 young people registered to vote directly through the campaign. https://images.squarespace-cdn.com/content/v1/5a04c129fe54efce85a447f0/1565378754906-AR7U7ZCQS5FAPAQ6JN4N/Screen+Shot+2019-08-09+at+3.25.02+PM.png Selected Work The Challenge: On September 5, 2017 the Trump administration announced it will kill the Deferred Action for Childhood Arrivals (DACA) program. The decision meant over 800,000 young undocumented immigrants (aka Dreamers) could be deported, forced back to a country they don’t even remember and where they might not even speak the language. We needed a rapid response campaign that would allow our members to stand up for their friends and family who were at risk of deportation. Insight: There was a wide spectrum of awareness when it came to The DACA program and the immigrants’ rights movement. Some DoSomething members had an intimate understanding of the country’s immigration program and policies while others were new to the movement. The Campaign: We rolled out a Week of Action to Defend Dreamers. Each day we had a new action our members to take. To meet members where they were, we had a variety of low-barrier and high barrier calls to action such as calling Senators and House Reps, making their communities safe spaces for dreamers, and providing a platform for DoSomething members who are Dreamers and DACA recipients to share their stories. You can find more information and metrics on the campaign here. https://images.squarespace-cdn.com/content/v1/5a04c129fe54efce85a447f0/3438d600-a542-4c47-bf87-520a9054d496/Screen+Shot+2024-03-26+at+3.47.58+PM.png Selected Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5a04c129fe54efce85a447f0/1511146158547-BTQLGJYYQDFT2XKS2S8X/littlerock.jpg Selected Work The Challenge: U.S. schools are more segregated now than they were in the 1960s. Nationwide, roughly 75% of black students attend so called majority-minority schools. DoSomething wanted to educate young people about the importance of fighting for diversity in our country’s schools. Insight: The Little Rock Nine were just kids when they took on the roles of brave civil rights activists. Their stories are relatable and inspiring to today's youth. The campaign: I created a choose-your-own adventure SMS game that brought users through a day in the life of the Little Rock Nine. Throughout the game, users had to make tough decisions in the face of racism. At the end of the experience, young people were encouraged to teach friends about why we must continue to fight against school segregation. https://images.squarespace-cdn.com/content/v1/5a04c129fe54efce85a447f0/6119df4b-8b2e-4bfb-a270-2873a5a1e4af/Screen+Shot+2024-03-26+at+3.23.58+PM.png Selected Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.lizzydivine.com/contact daily 0.75 2017-11-20 https://www.lizzydivine.com/about daily 1.0 2024-03-27 https://images.squarespace-cdn.com/content/v1/5a04c129fe54efce85a447f0/1510261876421-9XOAQMSZ2EDEZ53SN7ZV/Lizzy-Divine_headshot.jpg About https://www.lizzydivine.com/clients-2 daily 0.75 2024-03-27 https://images.squarespace-cdn.com/content/v1/5a04c129fe54efce85a447f0/1510799437607-R2B2E3QRFMBQLTEARM5C/H%26R.jpg Clients I managed H&R Block's Budget Challenge, a $3million grant/scholarship program, as well the company's inaugural H&R Block's Children of Associates Premier Scholarship (CAPS) program. I consulted on the messaging, marketing and development of the CAPS website. https://images.squarespace-cdn.com/content/v1/5a04c129fe54efce85a447f0/1510799232206-6RSNLOH2ID8WDVCGVRT8/ESPN.jpg Clients The Challenge: Through its program, The X Games, ESPN is committed to ending bullying in schools. They wanted to empower the ten million students who are bullied each year in the U.S. The Insight: Studies show that sharing stories of verbal negativity allows students to reclaim some of the power that’s lost when they’re bullied. The Campaign: I created and managed the campaign Shred Hate. Through the campaign, young people wrote down insults they heard and experiences they wanted to overcome on massive Shred Hate posters. With their friends, they ran through the poster to take a stand against bullying. https://images.squarespace-cdn.com/content/v1/5a04c129fe54efce85a447f0/1510798660784-PS0F0PN4O22MEFNGWDSL/Jetblue.jpg Clients The Challenge: JetBlue wanted to get young people, especially girls, interested in science, technology, engineering, and math aka STEM. The Insight: Men are shown dominating the STEM field, and are disproportionately represented in the media as STEM professionals. We all know you can't be what you can't imagine. The Campaign: I wanted to introduce the idea that women already exist, and succeed, in STEM fields. To accomplish this, I created the campaign Innovation Inspiration in which we asked young people to create encouraging vision boards to hang up in elementary school classrooms, featuring pictures women and girls succeeding in STEM, inventions created by females, and impactful facts. Over 50,000 young people signed up for the campaign to inspire the next generation of scientists and innovators! https://images.squarespace-cdn.com/content/v1/5a04c129fe54efce85a447f0/1510945557744-FVFG9NOJEVLTYRK230B0/WCS.jpg Clients I teamed up with the Wildlife Conservation Society to create several campaigns focused on protecting elephants from poachers. The most successful campaign, Elephant Tusk Force, asked young people to flag prohibited ivory products being sold on Craigslist. https://images.squarespace-cdn.com/content/v1/5a04c129fe54efce85a447f0/1510945333095-5OSR1I606TEB134KZQ32/WWWF.jpg Clients I worked with WWF on the DoSomething.org campaign Wildlife Cards. This campaign asked young people to send thank you cards to park rangers who risk their lives to protect endangered species. WWF distributed the handmade cards to rangers within their network. https://images.squarespace-cdn.com/content/v1/5a04c129fe54efce85a447f0/a151e497-a26b-4137-9736-f37321e22f88/sierra+club.png Clients - Make it stand out I developed multiple campaign activation ideas for the environmental group’s first brand campaign in its 125+ year history. https://images.squarespace-cdn.com/content/v1/5a04c129fe54efce85a447f0/1510945961730-KFH8O3CWU780VXXO73LL/terracycle.jpg Clients During the campaign, Rinse, Recycle, Repeat, I directed young people to send their empty personal care and beauty products to TerraCycle. I worked closesly with the recycling company to track how many “empties” were recycled throughout the campaign and accompanying college competition. https://images.squarespace-cdn.com/content/v1/5a04c129fe54efce85a447f0/df4ff650-eb7e-454c-a400-fbb16a1449a3/natgeo.png Clients - Make it stand out As a strategist for Picture Motion, I provided campaign strategy for NatGeo’s documentary series IMPACT with Gal Gadot. I developed the discussion guide and calls to action for each episode, as well as executed an activation with the organization WriteGirl. https://images.squarespace-cdn.com/content/v1/5a04c129fe54efce85a447f0/efb85866-f346-4966-ae46-ead16a3b3cce/ppfa2.png Clients - Make it stand out At Blue State, I was the lead strategist on the Planned Parenthood Federation of America account. I advised on advocacy and fundraising campaigns and rapid response moments, notably the supreme court decision on June Medical vs. Russo and the death of Justice Ruth Bader Ginsburg. https://images.squarespace-cdn.com/content/v1/5a04c129fe54efce85a447f0/4c69a1ba-7dd1-464f-a0ac-b591b58b2248/Vital-Strategies-Logo.jpg Clients - Make it stand out I provided communications and campaigns strategy for the company’s “Reimagine Public Health” rebrand in 2022. https://images.squarespace-cdn.com/content/v1/5a04c129fe54efce85a447f0/1510799512494-JHVMZCVZ06PW8NOJ7KPB/footlocker.jpg Clients In 2014, I managed Foot Locker's life-changing scholarship program, Foot Locker Scholar Athletes. I was responsible for the entire communications, marketing, and PR strategy and consulted on the development of the program's website. https://images.squarespace-cdn.com/content/v1/5a04c129fe54efce85a447f0/1510799326719-ZH7P8XM0OJ2S3MYTK4ZY/CVSHealth.jpg Clients The Challenge: As the first major U.S. pharmacy to stop selling cigarettes, CVS is focused on getting colleges and universities to go tobacco-free. The Insight: Unwanted and involuntary exposure to secondhand smoke is a leading reason why college students are motivated to get their schools to go tobacco-free. The Campaign: To inspire students, faculty and administration to take action against secondhand smoke, we showed how it affects the most beloved member of college communities: the mascots.Through the campaign, Save the Mascots, school mascots became the poster children for tobacco-free college campuses. https://images.squarespace-cdn.com/content/v1/5a04c129fe54efce85a447f0/1510799145549-TTAAB66ONV4YQVOMOZ6Z/truth.jpg Clients The Challenge: truth, the largest anti-tobacco organization, is determined to bring the teen smoking rate down to 0%. The Insight: Showing young people how smoking affects the things they love is an effective way of persuading them to not smoke. The Campaign: The first campaign I created and managed for truth was a cigarette clean-up campaign called GTFO (the F stands for Filter ;)). Our communications strategy aimed to show how toxic cigarette litter harms things young people care about like the environment and animals. GTFO was a massive success! 78,000 young people signed up and cleaned up a total of 3.7 million cigarette buttts. Since GTFO, I've created four equally buzzy and impactful campaigns for truth. https://images.squarespace-cdn.com/content/v1/5a04c129fe54efce85a447f0/e778bab8-24aa-4a89-a640-d20de6bb69bc/hbo.png Clients - Make it stand out As a strategist for Picture Motion, I provided campaign strategy for HBO’s documentary COVID Diaries. I developed the multifaceted discussion guide for screening hosts and organized a panel on COVID and mental health. https://images.squarespace-cdn.com/content/v1/5a04c129fe54efce85a447f0/1510799591675-B2ZIEGJ8F9F5XUWATSSV/united+way.jpg Clients United Way's new Digital Services team needed help setting internal and external goals. I consulted on individual engagement strategies and cultural principles the team should adopt in order to create a “start-up” atmosphere. https://images.squarespace-cdn.com/content/v1/5a04c129fe54efce85a447f0/1510799027762-NYSKKMZMYRAGN72I460S/Garnier.jpg Clients The Challenge: Garnier Fructis had a goal of recycling 10 million "empties" (empty beauty and personal care products) through their partnership with recycling company TerraCycle. The Insight: 20% of people are unaware that bathroom products can be recycled, and those who are aware usually don't recycle these items because their home's recycling bin isn't located in the bathroom. The Campaign: To spread awareness to the importance of bathroom recycling, I created and projected managed the campaign Rinse, Recycle, Repeat. The campaign encouraged young people to create eye-catching bathroom recycling bins to remind their loved ones to keep empties out of landfills. Once members filled up their home recycling bins with empties, they received a free shipping label to send their recyclable personal care items to be recycled and/or upcycled by TerraCycle. https://images.squarespace-cdn.com/content/v1/5a04c129fe54efce85a447f0/1510945304463-9LKY8VKPA6BGDJFELDPX/For+Lizzy%27s+Squarespace.jpg Clients DoSomething.org and Rock The Vote partnered on the campaign Lose Your V-Card. As the creator and project manager of the campaign, I worked closely with Rock The Vote’s product team to tap into their API so that DoSomething members could seamlessly register to vote on their platform. https://images.squarespace-cdn.com/content/v1/5a04c129fe54efce85a447f0/6cecc479-0c14-4829-a19d-d0bf38f5d2a0/DWB.png Clients - Make it stand out At Blue State, I was a strategist on the Doctors Without Borders account and advised on fundraising email content. https://images.squarespace-cdn.com/content/v1/5a04c129fe54efce85a447f0/1510798875981-UWOVO6XKDGRYJ6VIWPLP/H%26M.jpg Clients The Challenge: H&M needed help promoting their incredible but unknown in-store clothing recycling program. The Insight: 11.1 million tons of fabric ends up in landfills every year. This is a huge and overlooked environmental issue. The Campaign: I led a team to encourage young people to give clothes a second life by recycling them at their local H&M store. Through smart communication strategies and incentives, we inspired close to 30,000 young people to recycle over 530,000 pounds of textiles. To build deeper impact and brand loyalty to H&M, I created and ran a college competition with 50 colleges to see which school could recycle the most clothes at their local H&M. I was in constant communication with each of the 50 college captains and gave them weekly tips on how to promote their clothing drives. At the end of the competition, all schools combined diverted over 188,000 items of clothes from landfills. https://images.squarespace-cdn.com/content/v1/5a04c129fe54efce85a447f0/f25dffbe-428a-494d-8bfe-37fff15ef958/google+cs.png Clients - Make it stand out Provided strategic messaging and engagement recommendations to help Google meaningfully reach and engage more Black students in their free computer science program, Google CS First. https://images.squarespace-cdn.com/content/v1/5a04c129fe54efce85a447f0/1510945852581-YNNFUG9KPVH8Q77ACVHA/ACLU.jpg Clients While creating the DoSomething.org campaign Defend Dreamers, I relied on ACLU’s People Power team to keep a pulse on Trump’s immigration agenda. The organization advised me on policies young people should advocate for as well as the messaging that would be the most empowering to young undocumented immigrants. https://www.lizzydivine.com/rsum daily 0.75 2024-03-27