Organization: Coforma & U.S. Department of Human and Health Services (HHS)
Date: 2023–2025
Formats: Public engagement campaign, virtual events, paid and organic social, video, press releases, social posts, YouTube content, participant recruitment materials
Relevant skills: Public health communications, virtual events, multimedia production, paid/organic social, campaign strategy, stakeholder coordination, sensitive subject matter

The Long COVID Healthathon was a public health innovation campaign designed to engage participants in developing ideas to improve the lives of people with Long COVID. I led multimedia marketing and communications across paid and organic social, video, press releases, virtual events, and public-facing campaign materials. The campaign brought together client stakeholders, vendors, designers, product teams, project managers, engineers, and participants around a sensitive and emerging health topic.

Long COVID is complex, personal, and still evolving as a public health issue. The campaign needed to recruit participants, explain the opportunity clearly, sustain engagement over multiple months, and make the work feel accessible to people who may not have seen themselves as typical innovation sprint participants.

The strategy combined public engagement, social-first storytelling, paid audience acquisition, and event-driven communications. We needed content that could work across platforms and formats: social posts to create visibility, videos to explain and humanize the effort, virtual events to build momentum, and clear messaging to help participants understand how to get involved.

I led campaign direction and execution across LinkedIn, Instagram, X, YouTube, web, paid ads, video, press releases, and virtual events. I helped shape audience recruitment strategy, coordinate campaign assets, support event communications, and keep cross-functional stakeholders aligned. I also supported live virtual event production and post-event content packaging, including recordings, clips, and promotional materials.

The campaign helped drive participation from 60+ teams, resulting in 15 finalists and 3 funded winners. It also demonstrated the ability to bring public health storytelling, digital engagement, live virtual programming, paid social, and stakeholder coordination together in a fast-moving campaign environment.

This project shows how I work when the stakes are high, the topic is complex, and the campaign needs to serve both people and systems. It is a strong example of public health communications, virtual event production, audience engagement, and multimedia campaign execution.