STRATEGY.
Nancy supported the strategic and conceptual development of “We Stand With You” and “The Future is Us,” assisting the Associate Director of Strategy with client discovery sessions, market research, and team brainstorms, and ensuring the strategy was seamlessly executed from concept to completion.
I STAND WITH IMMIGRANTS.
For nine years, I Stand With Immigrants / I Am An Immigrant Initiative, powered by the FWD.us Education Fund, Inc., has used popular culture—food, music, art, and celebrity influence—to promote pro-immigrant narratives. Despite some progress, the fight for dignity, justice, and equity for immigrants in America continues.
The Strategy: For Year 10, we sharpened the narrative to bridge the gap between celebration and solidarity, calling on allies to show unwavering support for immigrant rights.
Campaign Concept: "We Stand With You." We collaborated with 44 celebrities, influencers, and artists, each posing for campaign portraits and 40 creating videos sharing their immigrant heritage and why they stand with immigrants. These stories were combined into a hero PSA that emphasized collective action.
The PSA reached over 590K views and drove 73K engagements, with a total campaign reach exceeding 70M. Audiences expressed strong support, reinforcing their commitment to a future that includes immigrants.
National Domestic Workers Alliance.
Fifteen years ago, the National Domestic Workers Alliance (NDWA) began organizing nannies in NYC playgrounds. Since then, they’ve built a powerful movement, secured significant local and federal policy wins, and reshaped the national conversation on domestic workers. Their 15th Anniversary in Washington D.C. was a key moment to unite the community, celebrate progress, and shape the future.
Campaign Concept: "The Future is Us." To bring this to life, we grounded our experiential approach in a simple but powerful expression of optimism: looking up. The simple act signifies vision – lifting our eyes towards the bold future that NDWA members are building as they step into their power and create meaningful, lasting change.
We used large-scale photography, typography, and projection to draw attendees’ eyes upward, creating a sense of empowerment. The venue’s grand entrance showcased a gallery-style timeline highlighting NDWA’s 15-year journey and envisioning the future. Throughout the event, custom graphics and experiences celebrated domestic workers as powerful and futuristic, with over 300 attendees building strategies and connections across the weekend.
