Mandela Day Launch

Role: Global Social Voice, Social Media Strategy, Community Management, Creative Direction, Content Development, Copywriting

Challenge
The goal was to turn a birthday into a global movement. We were tasked with inspiring a worldwide audience to dedicate 67 minutes of their time to service, celebrating the idea that every individual has the power to "Make an Imprint." As an inaugural campaign, Core Industries had to build the digital infrastructure and the global voice from the ground up.

Solution
I planned and managed the content across a sprawling digital ecosystem, including the global website, SMS campaigns, and all social platforms. Serving as the primary Global Social Voice, I engaged with a worldwide audience daily to maintain momentum and drive registration. The strategy focused on turning passive followers into active volunteers. I also authored the UX copy and email sequences that guided users from initial interest to pledging their "activism minutes."

Impact
The campaign achieved historic results, most notably securing the United Nations General Assembly declaration of July 18th as an official international day of activism. Within the first week, we registered over 50,000 volunteers and recorded 123,875 pledged minutes of service. The digital strategy drove the site to a #1 Google PageRank for "Mandela Day" in just three months and earned a tweet from Oprah. The work was honored with a Bronze Effie, a Webby Award, and multiple Creativity and Davey Awards.