Launched in 2024, this behaviour change campaign (www.looklistenact.ca) aimed to raise awareness of safe boating and paddling practices amongst local marine recreational users.

As the campaign lead, I worked with our creative agency and subject matter experts to develop effective and attention-grabbing creative content. This project involved a stakeholder engagement plan to leverage cross promotion opportunities and garner support, paid and organic digital promotion, proactive media outreach, quantitative market research and other forms of outreach.  

Quantitative data showed high engagement with the campaign and that those who saw our content reported feeling better informed and more confident in their knowledge of safe boating and paddling practices.

While at ICBC, I supported the development of road safety campaigns. Campaign topics focused on distracted driving, speeding, drinking and driving, motorcycle safety, driving for the weather, and cyclist and pedestrian safety.

This eatures examples from the Vancouver Fraser Port Authority’s community awareness campaign that focuses on building favourability, trust, and pride in the port and port authority. My role as the lead on this campaign involves overseeing and developing strategy and stories, securing internal alignment and approval from subject matter leads, measurement and reporting, leading revisions, and execution.

With my background in social media, digital communications and graphic design, I help ensure our campaigns are optimized for all channels, both traditional and digital.

As part of an advocacy campaign to help obtain timely federal approval of the Roberts Bank Terminal 2 project, I led a paid advertising campaign focused on targeting federal government officials in Ottawa. My role also involved working closely with government relations to identify the highest impact ad locations and time ad blitzes.

This included transit shelter ads, geotargeted ads surrounding the Ottawa airport and local MP offices, podcast ads, newspaper ads, digital banner and social media ads, and third-party advocacy videos. Results from the campaign far exceeded industry benchmarks and targets. We also saw our messaging being repurposed by others and helped lead to a positive outcome for the proposed project.

To build pride in our port city, we put the hashtag #myportcity to strategic use to help highlight and celebrate the benefits of living in a port city. The hashtag use was leveraged to engage members of the general public, business community, and other port stakeholders.

Use was adapted for photo contests, speaking opportunities, and ongoing content.

Examples of videos that I worked to produce with production companies. My role as a content lead was to work with project leads or subject matter experts, leading them through the briefing, procurement, and production phases. I was also responsible for drafting content and leading it through the review process.

I’ve led the development of complex long-form infographics through from ideation to completion. This included working with agencies and freelancers during brainstorms, ideation, copywriting, concept development, and the revision process.

Infographics were developed in line with a content strategy I developed to help dispel myths and build public understanding of the many types of goods that move through the Port of Vancouver. They are not all petroleum tankers! The second infographic was developed to help build an understanding of the role of the port authority.

Brochures were also created from these infographics and a series of smaller social media graphics along with the corresponding social copy.

I’ve developed and led social media and digital content marketing strategies for the Fraser Health Authority and Vancouver Fraser Port Authority.

My work has also involved overseeing content creation, campaign development, and making sure that whatever we post is on brand and in alignment with our tone of voice. During my time at the port authority, I’ve helped push the boundaries of how the port authority leverages humour (in a brand-appropriate way) to be able to reach those who are not paying attention to the port and increase brand relatability.

I have also managed issues management through social media working in close collaboration with our media relations team. This involves providing internal FYIs about issues brewing to posting responses based on existing key messages and developing new responses for review.

During my time at the port authority, I developed new processes to ensure issues tracked through social media were properly managed. This included a refreshed social media policy, a handbook, and an issues management protocol for social media.