ALSAC – St. Jude
2021-2022
Community Engagement Specialist
Created results-driven multimedia social campaigns across Instagram, Facebook, LinkedIn, and X. Led creative strategy and execution, including infographics, animations, photo/video assets, and blog posts.
Successfully implemented multicultural strategies using data-driven insights to engage diverse audiences. Managed nationwide legacy campaigns, achieving a 41% year-over-year engagement increase for Giving Tuesday, and ranking #1 in engagement among sister charities.
PROGRAMS: Adobe Creative Suite, Figma, Sprinklr, Jira
Together, we can save more lives
Sharing patient-centered stories
Thanks and Giving Campaign
Programs
Adobe Photoshop, Illustrator
St. Jude Thanks and Giving legacy campaign is an end-of-year fundraising initiative from October through December led by the American Lebanese Syrian Associated Charities (ALSAC). In 2021, I was assigned with leading social assets and strategy – presenting patient stories, fundraising impact, and hospital research in a fresh new way while staying within brand guidelines.
General Giving Social Placements
Patient Highlights Social Placements
Giving Tuesday Social Campaign
Programs
Adobe Premiere, After Effects, Illustrator
Procreate
Figma
During the Thanks and Giving holiday timeframe, Giving Tuesday was a high-priority inflection point, and I assisted with social strategy and content creation for the day. I created nine individual 1080x1080 animations to highlight the sights and sounds of St. Jude Children’s Research Hospital to bring in the childlike component to organic social. We humanized the feed by breaking up animated content with patient photos and stories.
This was the first time executing a single-day effort in this manner, dropping content throughout the day to not only have a CTA of giving but also to embody the feeling of gratitude during the holiday season. Metrics proved highly successful.
An additional component was the creation of a 1920x1080 looping video that was displayed at the front entrance of ALSAC throughout Giving Tuesday and as a Times Square digital billboard.
Looping Donation Video
Campaign Teaser
Final Grid Layout
Inspiration4
Programs
Adobe Premiere, After Effects, Illustrator
Procreate
Figma
Inspiration4 was a groundbreaking all-civilian spaceflight mission launched by SpaceX in September 2021, with a core purpose of raising awareness and funds for St. Jude Children’s Research Hospital. The mission featured a diverse crew, including Hayley Arceneaux, a St. Jude cancer survivor, symbolizing hope and resilience. As a social creative lead, I created assets with a key role in amplifying the mission's message, engaging audiences worldwide, and driving over $250 million in donations for St. Jude's lifesaving efforts.
I4 Auction Tiles
I4 Auction Imagery
Feed + Banner Placements
Welcome Animation
The United States of St. Jude
Programs
The United States of St. Jude project highlighted the incredible stories of patients, families, and supporters from across the country who were united by their connection to St. Jude Children’s Research Hospital. As someone who created social creative assets and wrote stories for this initiative, my contributions brought these inspiring narratives to life, connecting diverse audiences with the mission of St. Jude.
Microsoft Word
Please note: all photos used as section dividers were taken by Saira Sikandar*