Educating, normalizing, empowering social media

At PPMW, I managed the organization’s social media presence across Instagram, Facebook, and Twitter/X with a focus on increasing patient awareness of health services and amplifying advocacy priorities.

I built a strategy that balanced original content with user-generated content (UGC) and partnerships to expand reach and build credibility with new audiences. This included collaborating with coalitions, local and national artists, activists, and community-based organizations whose voices and networks strengthened PPMW’s storytelling. By incorporating UGC into our campaigns, we were able to diversify the voices represented, deepen authenticity, and reach audiences beyond our existing supporter base.

Key highlights include:

• Developed and executed the vasectomy campaign, positioning PPMW as the first Planned Parenthood affiliate to offer vasectomies, which generated significant engagement and patient awareness.

• Led gender affirming care communications, creating affirming, educational content while also leveraging UGC from LGBTQ+ activists and allies to strengthen community trust.

• Managed crisis communications during the Dobbs v. JWHO decision, using both organizational messaging and supporter-driven content to reassure patients that abortion remained legal in the DMV.

• Partnered with local organizations and artists to create shareable campaign graphics, videos, and toolkits that resonated across diverse communities, driving both reach and engagement.

• Designed Get Out the Vote content that combined PPMW’s branded educational posts with coalition partner content to engage younger voters and underrepresented communities.

Through this multi-layered strategy, I delivered consistent growth in followers, engagement, reach, and interactions across platforms, transforming social media into a key driver for both patient awareness and advocacy visibility.