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Role:

Concept, Strategy & Copy​

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Challenge: 
Awareness isn't enough to make queer youth feel safe. We needed to move beyond symbolic gestures and create a year-round platform for genuine visibility.

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Insight:

To fight bullying, you don't just need a uniform; you need a spotlight.​

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Idea:

We turned the spotlight of Drag Race toward the front lines of Canadian schools. A national tour that leveraged celebrity influence to give queer youth a platform and allies a plan of action.​

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Execution:

• Led messaging and multi-channel campaign development for three consecutive years.

• Produced national tours and directed interviews across Canada.

• Managed the collaboration between global talent and youth advocacy.

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Impact:

• Reached millions of participants worldwide.

• Campaign highlights featured on etalk.