BALDWIN FUND #CRUSHTHECAN CAMPAIGN
My roles: Campaign Team Leader
My contributions & impact:
Led a team of five during a 48-hour design sprint to ideate and propose a social media campaign for The Baldwin Fund. Developed the #CrushTheCan campaign concept, creating marketing deliverables such as posters and a user-generated content strategy. The campaign was adopted and featured on their website and social media platforms, even gaining participation from Alec Baldwin.
Leading a social campaign proposal for breast cancer research fundraising
The Challenge: How might we create a low-maintenance social media campaign that encourages engagement from a younger audience while raising funds for breast cancer research?
The Outcome: A user-driven social media challenge where participants creatively crush cans, share videos, and challenge others to join while donating cans to The Baldwin Fund’s existing bottle and can drive. The campaign highlighted the organization’s message of determination—"It is not we CAN, it is we WILL find a cure"—through symbolic visuals and engaging content. Posters were strategically placed on dumpsters and trash cans to amplify visibility. The campaign successfully combines fundraising with awareness, leveraging user-generated content for long-term impact.
SOCIAL MEDIA CAMPAIGN PITCH
INTEGRATED MARKETING DELIVERABLES
