The brief
LVNG With is a community platform for people living with lung cancer. The social brief: monthly ads that supported the audience and grew the community without ever sounding like marketing — across four platforms with very different audience norms and creative requirements.
What I led
- Platform-tailored creative for LinkedIn (longer-form, peer-to-peer tone), Meta Facebook (story-driven, family-audience leaning), Instagram (visual-led, carousel + reel), and TikTok (short-form, voice-led)
- Content formats including static, carousel, short-form video, and reel scripts
- Editorial calendar mapping content pillars (lived experience, caregiver perspective, milestones, coping) against platforms and audience moments
- Regulatory workflow that kept approval cycles short without dulling the writing
Why it matters
The discipline of writing for a sensitive community across four platforms with different norms — without flattening voice or feeling templated. Transfers to any consumer, health, or community-led brand running social at scale.
