The brief
Patient-facing social content for the CF community — meeting people in feed with practical, recognizable nutrition content that respected their daily reality without medicalizing it.
What I led
- Platform-tailored creative across LinkedIn, Meta (Facebook + Instagram), and TikTok
- Content formats including carousel, static, and short-form video for nutrition content
- Voice that read as lived experience — written for patients and caregivers, not at them
- Editorial calendar discipline sustaining the campaign across platforms
Why it matters
Social advertising for a chronic-condition audience without leaning on disease imagery or fear — content people would actually save, share, and act on.