#MaskUp Campaign

During the height of the COVID-19 pandemic, the American Medical Association launched the #MaskUp campaign to educate physicians and general public on the importance and safety of wearing masks to stop the spread of the virus. This public health campaign used a multimedia approach to debunk misinformation and spread scientifically sound advice. I led asset development and amplification of social messages for the campaign--crafting a toolkit of social media friendly posts and images for people to leverage in their medical offices and social accounts. View the campaign toolkit: https://www.ama-assn.org/delivering-care/coronavirus/mask-stop-spread-covid-19

Highlights:
• #MaskUp campaign resulted in 301 organic posts, 503,584 engagements and 2,833,807 impressions, netting out at 1673 engagements per posts.
• Refined and adapted social messaging for the Mask Up campaign, optimizing for social channels, including playing team lead in crafting the campaign’s visual identity and core primary tactics.
• Spearhead decisions on visual assets regarding look and feel of the #MaskUp campaign, helping shape and determine final versions.