Pure Leaf "No" Grants Campaign

In 2021, the world cheered as powerful women like Naomi Osaka and Simone Biles said ‘’no’’ to expectations, pressure, and their sponsors. It echoed what women experience in their daily lives: burnout, exhaustion, and pressure, but without the protection of a large platform or safety net. Pure Leaf responded by taking on the cost of saying “no.” Together with Allyson, we invited anyone to apply for a “No” Grant through a simple mobile application process. On launch day, we conducted widespread media pitching, in English and Spanish, to general news, multicultural, entertainment/lifestyle, food and beverage, local news, and ad trade publications, sharing key campaign messaging, statistics, and visual assets to drive editorial and social coverage. By the end of 2022, 100 women will receive “No” Grants, and Pure Leaf has committed $1M over the next three years to expand the program. Role: Art Direction of Digital Campaign, Creative Director of Campaign Collateral