Coinciding with the Food Aid Bill, Doctors Without Borders wanted to help the 195 billion people affected by malnutrition and ask the US to stop in kind donations in favor of cash donations.
A multi-platform conversation called Starved For Attention was developed and I created the identity and messaging, naming, and call to actions across all platforms. I developed the social media strategy + editorial calendar whose cornerstone was 7 documentaries created by elite photojournalists in partnership with VII Agency. We uncovered influencers, earned celebrity tweets, and mobilized the existing community through engaging editorial and an ambassador program.
Starved For Attention travelled as an exhibit across the USA and launched at The New York Times center in NYC.