Social Marketing Strategy
This portfolio highlights social marketing work at the intersection of policy, culture, and behavioral science—using creativity to reframe narratives and create real-world impact.
1) The True Cost
Problem:
Medellín, once plagued by violence due to the drug trade and the notorious Pablo Escobar, has transformed into a thriving city known for its culture, innovation, and tourism. However, with the rise of tourism, there’s a growing concern about how visitors perceive the city’s history and the symbols they choose to embrace.
One in ten tourists visiting Colombia is directly influenced by narco-fiction, such as the Netflix series “Narcos.” Many tourists romanticize Pablo Escobar through merchandise and tours, disregarding his legacy of terror.
Insight:
Some normalize violence through entertainment, others lose sense of the gravity of a situation while profiting off of the situation. Medellín is becoming a pop culture hub since Narcos on Netflix but it has more to offer.
Solution:
Reveal the hidden human price of narco-tourism through unexpected “price tags” that display the true cost in lives, trauma, and community impact.
By revealing the hidden human cost of narco-tourism through impactful ‘price tags,’ in physical and digital form, our campaign shifts the narrative from glorification to awareness, redirecting travelers toward ethical, culture-driven experiences that genuinely support Medellín’s communities.
2) Play Doh
Problem:
Globally recognized for creativity, imagination, and hands-on play, though traditionally aimed at kids, adults also connect with Play-Doh’s playful, stress-relieving potential but are less likely to engage with it. The challenge is to reintroduce Play-Doh to adults as an exciting, relevant, innovative, therapeutic and creative tool of expression.
Insight:
Adults are overwhelmed by responsibility, stressed under pressure, and experiencing burnout, often settling for an unfulfilled life, creating a need for a creative and therapeutic tool for expression to turn dreams into goals and goals into reality.
Solution:
The campaign uses play-doh as an innovative tool for visualization and dream realization. It invites adults to feel inspired and creatively express themselves, while releasing the every-day hustle. That creative expression is manifested in its collaboration BOSE x DOH x Doechii with an exclusive song collaboration featuring DOH and the headphones, which are available in three colors and scents—Lavender, Eucalyptus, Chamomile—for calmness and relaxation. Removing “play” rebrands Doh for a broader audience, emphasizing its use for creativity, relaxation, and therapy, appealing to adults as a versatile tool for all ages.
3) GlowAqua
Problem:
The global water crisis affects 2.2 billion people, with 4,000 children dying daily from unsafe water, 50% of pregnant women anemic, and 120 million underweight.
Insight:
Current solutions are underused due to taste, smell, and safety concerns. Access to clean water is about trust and usability, not just infrastructure.
Solution:
GlowAqua by Dove – Powered by the Sun, built for life.
Introducing a groundbreaking reusable, durable, portable, solar-powered water purification bottle that not only disinfects and purifies unsafe water, but also infuses it with essential vitamins, minerals, electrolytes, and natural flavors via biodegradable capsules to address common deficiencies and improve hydration in developing regions, while also offering a sustainable and eco-friendly solution to global water contamination challenges.
Its simplicity, cost-effectiveness, and sustainability make it an attractive solution for communities worldwide needing safe and eco-friendly water purification methods.
–Triple Filtration: UV radiation to neutralize common pathogens responsible for diseases like diarrhea and cholera (SODIS), activated carbon, and microfiber filters remove chlorine, pesticides, and chemical pollutants.
–Global Recognition and Implementation: WHO Endorsement – The World Health Organization recommends SODIS as an effective method for household water treatment and safe storage
IMPACT:
1.Improves Health: Provides clean water infused with essential nutrients to combat deficiencies in vulnerable communities.
2.Sustainable Access: Solar power ensures reliable, off-grid water purification, leveraging a renewable natural resource—the sun—minimizing reliance on non-renewable energy sources and contributing to environmental conservation. In addition, the bottles are made of durable PET, encouraging the reuse of plastic.
3.Encourages Hydration: Natural flavors make treated water more appealing, promoting regular intake.
4.Empowers Communities: Local assembly and refill & education programs create jobs and support economic development, especially for young women, who are in charge of fetching water most of the times.
4) HER
Problem:
Car safety is built for a male standard, ignoring key differences in female bodies. While crashes are the top cause of death for young adults (18-29) in the U.S., women are 47% more likely to suffer serious injuries, 71% more likely to sustain moderate injuries, and 20% more likely to die.
Insight:
The majority of crash test dummies still mimic male bodies. This isn’t just a data gap—it’s a life-or-death gap.
Solution:
Volvo’s Next Gen Smartbelt – Engineered for Women’s Safety – A Seatbelt Designed for Every Woman. Because Safety Should Fit Everyone.
–Adaptive Comfort & Safety: A breast-friendly, height-adjustable, and contoured seat belt that prevents slipping, excessive pressure, and improper positioning—tailored for diverse female anatomies.
–Pregnancy-Safe Innovation: A pressure-redirecting belt adjuster and optional under-belly strap ensure protection for both mother and baby. Smart sensors auto-adjust tension for maximum safety.
–Smart Safety Tech: Built-in biometric sensors monitor heart rate & alert emergency services.
IMPACT:
1.Revolutionary Safety for Women: A seat belt designed for real female anatomy based on gender-disaggregated data, reducing injuries and saving lives.
2.Unmatched Comfort & Fit: Stretchable fabric and adjustable, breast-friendly design ensure a secure, irritation-free experience.
3.Pregnancy-Safe Technology: Smart sensors & adaptive belts protect both mother and baby—finally prioritizing maternal safety.
4.A Market-Defining Innovation: First-of-its-kind safety advancement that positions the brand as a leader in women-focused design.
