Kesha x #BeCrueltyFree
Enlisted global pop star, Kesha to call upon her millions of fans to join her in choosing cruelty-free cosmetics. Orchestrated a live campaign unveiling at LA Pride, prior to Kesha taking the stage as headline artist.
This campaign was produced in support of The Humane Cosmetics Act, federal legislation which plans to eliminate animal testing and ban the sale of animal tested cosmetics in the United States.
The video received strong fan engagement across social media platforms and press coverage resulted in over 111 million media impressions.
Christina Grimmie x HSUS Hero
Oversaw the partnership with singer, songwriter, widely recognized Youtube star, and dedicated animal ally, Christina Grimmie.
Together we launched a DirecTV commercial reprising Bonnie Tyler's "I Need A Hero" in efforts to generate HSUS monthly gifts and memberships. The video received over 950 national airings, an 8.7 engagement rating and earned 97% positive sentiments from viewers. Christina brought the song to life once more during a performance at HSUS' 2015 "To The Rescue" New York Gala helping to raise more than $1.7 million for the organization's direct animal care.
Spearheaded HSUS' participation in CBS EcoMedia's "Charity Champions League", an online giving competition that benefitted ten of the nation’s most effective nonprofit organizations. With Christina as our team captain, HSUS secured first place in the competition earning $250,000.
To honor this gift in the wake of Christina's tragic passing, HSUS created the Christina Grimmie Animal Medical Fund, which assists the healing of animals seized by dire circumstances, including puppy mills, dogfighting syndicates, or hoarding cases.
At HSUS' 2017 "To The Rescue" Los Angeles Gala, Christina was post-humously awarded with The Impact Award for her advocacy efforts. The Grimmie Family accepted the award from singer and tour-mate, Rachel Platten on Christina's behalf.
Steve Aoki x Humane Society International
Recruited international DJ and EDM producer, Steve Aoki to support Humane Society International's campaign to save endangered rhinos from threats of poaching.
Secured an exclusive interview with Steve for distribution in HSUS' All Animals bi-monthly magazine, which reaches the homes of more than 510,000 engaged readers.
Forged a partnership with Represent.com to yield campaign funds and spread awareness by offering Steve Aoki's limited edition campaign tee to fans.
Mapped social engagement strategies targeting Steve's twelve million followers to take action and sign Humane Society International's "Don't Buy Wild" campaign pledge.