The brief
Most adults haven’t thought about pneumococcal disease until it lands them in the hospital. The social brief: awareness content that made the risk feel real for at-risk audiences (and the family members who influence them), without scaring and without jargon — across platforms where the audience actually scrolls.
What I led
- Platform-tailored creative across LinkedIn, Meta (Facebook + Instagram), and TikTok
- Plain-language risk education translating “21-valent pneumococcal vaccine” into messaging that made sense without a clinical background
- Short-form video and static creative tuned per platform for in-feed completion
- Campaign voice that took the audience seriously — informative, not preachy
Why it matters
Risk-awareness social content for a category most people don’t think about — earning attention with plain language and a clear next step. Transfers to any prevention, screening, or risk-awareness campaign.