Lead the concept and development of the Rutgers #weRUnited anthem video and campaign. With much uncertainty at the start of the pandemic, it was important to maintain a sense of community and pride. I proposed creating an anthem video and launching a social campaign that rallied around our people and the many Rutgers efforts and contributions as the university navigated its way through the pandemic.
This initial video and accompanying ads were placed on social and linked the audience to a landing page where we housed links to Rutgers work around COVID-19. As the pandemic progressed, we created new variations and messaging to support the campaign.
https://www.rutgers.edu/united