Take Control Initiative

The Challenge

Take Control Initiative (TCI), a nonprofit providing free birth control and healthcare services, needed fresh, on-trend social ad ideas to reach new audiences. The challenge was to create campaign concepts that:

• Resonated with younger demographics on social media.

• Stayed relevant to current cultural conversations.

• Reinforced TCI’s mission while standing out in a crowded digital landscape.

My Role

I acted as creative strategist, focusing on ideation, cultural insight, and campaign direction. My role included:

• Identifying relevant cultural and social trends.

• Generating creative ad concepts that aligned with TCI’s mission and audience.

• Ensuring campaign ideas were adaptable across social platforms.

• Providing brand and content strategy input to guide implementation.

Process & Approach

1. Cultural Scan — Researched emerging trends in entertainment, fashion, and digital culture.

2. Audience Alignment — Mapped trends to audience motivations and interests, ensuring resonance with younger demographics.

3. Creative Ideation — Generated concepts blending cultural aesthetics (Barbiecore, Western revival) with TCI’s health mission.

4. Strategic Recommendations — Packaged ideas with messaging and branding guidance to inform execution on social media.

Outcomes

• Delivered a series of on-trend ad concepts tied to cultural moments like the Barbie movie and Western aesthetics.

• Equipped TCI with adaptable, segmented creative ideas to engage different audience groups.

• Strengthened TCI’s brand presence by connecting health messaging with timely cultural touchpoints.

Deliverables

• Trend-driven creative concepts

• Campaign ideation decks

• Audience insight summaries

• Messaging recommendations aligned with branding