My roles: Conceptualized & named the campaign, Led its strategic direction & design execution

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 Idea: 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. 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.

My contributions & impact: #CrushTheCan concept, created marketing deliverables such as posters and a user-generated content strategy. *The campaign was adopted and featured on their website and social media platforms.