Campaign Strategy
Campaigns as strategic interventions in emotionally charged and attention-constrained environments. Projects here examine audience psychology, identify sources of resistance or engagement, and apply behavioral economics to design approaches that move people toward constructive participation and organizational goals.
"Going It Alone Is Over": YourPeer Winter 2026 PSA
A 12-week public service announcement campaign running on screens across New York City via the F.Y. Eye PSA Network. Directed by Gavilán Longino; visual design by Di Lu. The campaign reminded New Yorkers that no one should have to face challenges without support, and encouraged use and sharing of YourPeer, a free, peer-validated resource connecting people to trustworthy help across shelter, food, clothing, legal services, and more.
The full PSA ad creative and campaign copy are available in the F.Y. Eye PSA Gallery.
"Going it alone is over": the campaign's headline acknowledged the difficulty of finding reliable information about services and positioned YourPeer as a trusted, peer-validated alternative. Streetlives, the nonprofit behind YourPeer, builds digital tools with people who have lived experience to make finding help easier, more accurate, and more human.
- 3–5M
impressions across NYC screens over 12 weeks - 12 weeks
Jan 16 – Apr 10, 2026 on the F.Y. Eye PSA Network - ~10%
of session spikes traceable to QR code on the ad (Feb 6: 697 sessions, Apr 7: 681 sessions) - Permanent placement in the F.Y. Eye PSA Gallery; featured in PSA Alert newsletter reaching thousands
Note: Session attribution is conservative. YourPeer runs a multichannel strategy including Google Ads and Search. The PSA directly accounts for less than 5% of campaign-window sessions; the larger value is brand reinforcement at scale across NYC transit and public screens.
Turning Political Rage into Strategic Engagement
The Challenge: Transform voter anger across party lines into constructive political action through a zero-budget Facebook ad campaign targeting heavily Democratic markets.
The Strategy: Applied behavioral economics, including loss aversion, emotional priming, and cognitive dissonance, in a 40-second video that acknowledged widespread political frustration before redirecting it toward collaborative solutions. Used anger as an entry point, visual imagery of political conflict to enhance viewer identification, then reversed both audio and visual elements to guide viewers from rage to resolve.
Hostile Stakeholder Conversion: Using Socratic questioning, converted several hostile interactions into constructive dialogue by forcing participants to confront their own core arguments. This campaign contributed to the broader 25% hostile-to-supportive conversion rate across the full 1Party.org initiative.
- $0.19 CPC
34% below industry benchmark — 2,159 link clicks - 30,965
video plays at an 8.65% hold rate across 21,042 unique users - 20,113
post engagements — 99 likes vs. 15 mocking reactions - Trump supporters became the most engaged audience in a campaign targeting Democratic markets, validating anger as a universal entry point
This video anchored a broader campaign blitz including the Wet Spoon social media challenge (below), press releases, and media outreach, generating two commitment form sign-ups for future political engagement.
Experimental Campaigns
Two campaigns using unconventional framing to test how irony, contrast, and low-friction participation affect attention, comprehension, and audience follow-through.
An ironic campaign using unexpected narrative to provoke curiosity and reframe perceptions of overlooked or undervalued resources, analyzing how unconventional framing can shift attention without conventional appeals.
Part of the broader 1Party.org communications blitz. A participatory challenge using low-friction interaction and shared humor to drive engagement and sustain attention without heavy messaging.