The challenge was to create compelling social media campaigns for two annual Earth Month Ecochallenge programs focused on conservation and behavior change. The campaigns needed to translate conservation concepts into accessible, action-oriented content that would resonate with diverse audiences and inspire tens of thousands of participants to take action throughout April to protect ecosystems and wildlife.

My role was leading all communications strategy, creative development, and content production for both campaigns. Working closely with our Programs Manager (who has expertise in conservation) I developed distinct visual identity systems for each year, translating conservation messaging into engaging social media graphics and multi-channel campaign materials. I created branded assets that served multiple purposes: resources for participants to share on their own social channels, content for our LinkedIn advertising campaigns, and materials for our organizational social media to reinforce campaign branding throughout April.

In 2024, the campaign centered on "Conserving Every Ecosystem, Caring for Every Creature," emphasizing wildlife and habitat protection. In 2025, the theme evolved to "For Earth, For Each Other, For Tomorrow," highlighting interconnection and shared responsibility for environmental and climate action. The campaigns reached over 10,000 participants annually.