HEALTH and safety creative specialist

The Challenge

increase the profile of a RENOWNED eye hospital

For forty years Wills Eye Hospital has consistently been ranked one of the top three ophthalmology hospitals in the United States by U.S. News & World Report and its residency program is considered one of the most competitive programs in the world. Our job was to take them to the top and stay there.

The solution

See how they see

We asked, what would it be like to get into the heads of a recognized authority to reveal that catalyst? On the site a user rotates a stylized iris with each radial furrow featuring a specialist. U.S. News & World Report surveys ophthalmologists exclusively so the language could be elevated and these successes are told through the voices of the doctors, staff, and patients supported by photoessay-style imagery overlaid with real ambient sound.

See the full site here

The Challenge

Skyrocketing cases of syphilis 

An alarming number of Syphilis cases have been reported prompting the health ministry to take immediate action. Most of this was attributable to a large population of 18 to 24-year-olds who knew about safe sex practices, but were jaded by traditional sexual health messages.

 

The solution

Speak to the target in their language

This integrated campaign, playing off the name of a well known dating site, was one of the most successful heath care initiatives in Alberta history. It made news in all mainstream media. On a personal note, one of my proudest professional moments was when I repeatedly overheard strangers talking about it.

The Challenge

40% of food is wasted in America 

It's a shocking statistic that few know. Our first goal was to educate by highlighting the enormous environmental effort it takes to bring food to our door. The larger task was to change behaviour. 

The solution

a fully integrated campaign committed to long term change

Partnering with The Ad Council and Publicis Sapient, NRDC launched a Save the Food brand to directly address food waste. A cross platform "Best If Used" awareness campaign also included education, tools and hints online and off. We partnered with Amazon to provide STF functionality to Alexa so that the AI tool can dish out advice on smarter food storage, tips for evaluating whether something is still safe to eat, and tricks to revive food that's past its prime. We worked with Disney to contribute the Oscar and Grammy award winning soundtrack and enlisted renowned chef, Dan Barber, to create gourmet meals for unsuspecting foodies made from food that would normally be tossed away. I was client CD on this project. 

The challenge

an UNPARALLELED opportunity

A company with a presence in nearly every country has an unparalleled opportunity—and responsibility—to drive global impact. PepsiCo’s sustainability website, built around its pep+ (PepsiCo Positive) strategy, showcases the company’s commitment to building a more sustainable food system by embedding environmental and social goals throughout its operations, supply chain, and product portfolio.

The solution

Be comprehensive and transparent

We developed PepsiCo’s comprehensive sustainability website around five key pillars: Agriculture & Sourcing, Products & Nutrition, Environmental Impact, People, and Strategy. To amplify the message, we also created an animated video that highlighted the core themes—later adopted by several of PepsiCo’s billion-dollar brands to support their own communications efforts.

The Challenge

Encourage KFC to stop UNNECESSARY use of Antibiotics

With a limited budget, we needed to convince the Colonel to stop feeding antibiotics to his chickens. 

Feeding antibiotics routinely to animals that are not sick kills off weak bacteria and creates an environment for antibiotic-resistant bacteria to thrive which threatens public health. The practice promotes drug-resistant superbugs that infect two million Americans a year. 

Unfortunately, data-driven science was not convincing enough to make KFC change course.

The solution

create a character they can't ignore

Auntie Biotic, an improv comedian in a pill-covered chicken suit, visited KFC spreading the word about antibiotic use to the audience KFC cares about most—its customers.

We filled KFC’s social media channels, Tweeting and Facebooking her way to more than 500,000 video views in her first month of life. Followers could petition KFC and donate to support the message. She appeared on a mobile billboard outside of their head office in Kentucky. She went on the road to major cities across the county. 

Within six hours of the campaign’s launch, the phone rang at NRDC… it was the Colonel. And within the year KFC publicly announced it would no longer regularly use antibiotics.  

The Challenge

3.29 billion people are watching

Meta's Human Rights messaging outlines the company's efforts to identify, address, and mitigate potential human rights impacts across its platforms globally. It promotes transparency and accountability in how Meta manages issues like privacy, freedom of expression, and user safety. 3.29 billion people use at least one of its core products daily, and 3.98 billion people use these products monthly. For context roughly 40% of the world’s population uses a Meta product every day. Needless to say it is one of the most important documents it publishes because their family of apps touch so many and is scrutinized by NGO’s as well as governments.

The solution

don’t disappoint them

A raised fist is often associated with peaceful protests. Using Meta’s famous hand emoji as a multicolor pattern, we created a woman’s face that reflects the global and inclusive nature of the company’s mission. An accompanying website was developed to be highly user-friendly, allowing seamless navigation through complex topics. Data-heavy content was thoughtfully organized with clean layouts, intuitive infographics, and interactive elements to make the material more engaging and accessible to those 3.29 billion.

The Challenge

Too many riders drive recklessly

Traditional safety messages don't resonate with free-spirit riders. They believe they write their own rules which is liberating—until injured. 

The solution

Borrow from biker culture with a twist

With clever language juxtaposed against a Hell's Angels graphic treatment, reach out to motorcyclists in a visual language that is both immediate and layered. 

The Challenge

"What do they do again?"

Boys and Girls Clubs of Canada provides a safe, inclusive and reliable after-school environment for children and youth. Through guidance and mentoring, they equip kids for life and help them realize their full potential. The challenge was to get the word out. 

The solution

SHow successful Alumni as Children

BGCC has many success stories. One alumnus is Anthony Bennett, the first Canadian to be drafted number one overall in the NBA. Not bad. We created a series of videos that featured several accomplished former members but not as they are today but as they were then. 

The Challenge

Elevate merck’s corporate responsibility report

Too often these reports are so dense with information that they adversely effect readability. Our job was to make information more accessible and relevant to all stakeholders thereby increasing the likelihood of engagement.

The solution

Develop an engaging user INITIATED storytelling approach with social support

We launched a user-controlled, storytelling-based introduction to their responsibility report to serve up bite-sized highlights celebrating their successes and a social amplification strategy. The report itself reviews Merck’s progress towards access to health, employees, sustainability, ethics and values.

The Challenge

Defining Whole Health

Anthem saw that traditional healthcare models were too fragmented, overlooking the behavioral and social factors that shape overall wellbeing. Millions of members faced barriers like food insecurity, housing instability, and limited access to mental-health support. This gap made it difficult to deliver outcomes that reflected the full picture of a person’s health.

The solution

Integrating Social, Behavioral & Clinical Care

The report was rebuilt around a unified visual system—real photography and simplified infographics that translate Anthem’s whole-health model into a clear narrative. Key programs like Food-is-Medicine and the Housing Flex Fund were expressed through concise impact metrics and modular graphic blocks. The design makes a complex story instantly legible, human, and visually cohesive.

The Challenge

REGRETTABLY, Hate speech is Ubiquitous

Homophobic language is too often used thoughtlessly, even if it’s without malice. But rather than tell people to think before speaking, we showed them what they were saying.

The solution

It's so common it's happening this moment

In real time, via live tweets, homophobic language was displayed for all to see, without judgment or comment from us. Visitors to the site could, however, interact with the tweeters featured. Within 24 hours, the site had over a hundred thousand visitors, and was trending on Twitter. It received global media coverage from the likes of The Economist, The Atlantic, The Guardian, CBS, Reddit, Upworthy, CBC, CTV, Mashable, BuzzFeed, and even Aljazeera. Note: I left the agency before this project was completed.