Own Your Power
Campaign
Client
Oklahoma Department of Mental Health and Substance Abuse Services
Role
Digital Strategist & Copywriter
Agency
Saxum
Type
Integrated Digital Campaign
As the leader of digital strategy for the Own Your Power (OYP) Integrated Campaign, I spearheaded efforts to address the pressing mental health crisis among Oklahoma teens. In addition to connecting and copywriting for the campaign as a whole, my role focused on developing and executing comprehensive strategies for the campaign's website and social media platforms, aiming to empower adolescents to make healthier choices amidst rising substance usage trends. By leveraging digital channels, we sought to amplify the campaign's messaging and engage teens in meaningful dialogue about mental well-being.
The campaign achieved exceptional results, creating a real impact for teens in Oklahoma. The integrated campaign generated over 71 million impressions and engaging more than 3.3 million individuals.
On the digital side specifically, we saw similar success with the website and our social media platforms. Notably, our Instagram engagement rate soared to 5.4%, a testament to the effectiveness of our digital strategies in resonating with our target audience.
Anthem Video
Final anthem video and scripts for which I was a concept lead. I led copywriting the anthem script which set the tone and messaging direction for all campaign materials.
Social Media
As the digital strategist, I was charged with spearheading an innovative approach to reaching teens, parents and other guardians across six channels, including Meta, TikTok, Snapchat, Spotify and Youtube. To meet Gen Z where they were at and open up a dialogue around the difficult topics of mental health and marijuana/vaping, I worked with the team to develop playful social tactics to capture our audience's interest and serve as a soft introduction to our campaign.