Key Outcomes
3 Audience Personas Developed
5 Platform-Specific Channel Strategies
Complete Brand & Messaging Framework Created
SEO & Content Amplification Strategy Created
Interactive Reporting Campaign Designed
Social Media Storytelling Format Adopted
Context & Challenge
During a period of transition for the National Human Trafficking Hotline, NCMEC identified a potential risk that survivors, service providers, and members of the public would become less likely to report concerns related to child sex trafficking. At the same time, misconceptions persisted about the CyberTipline, including uncertainty about what could be reported, whether trafficking needed to involve online activity, and whether definitive proof was required before making a report. The challenge was to reduce barriers to reporting and encourage audiences to take action when they suspected a child might be at risk.
Assessment & Strategic Opportunity
After countless conversations with community advocates and survivors in my network I found that the primary barrier to reporting was not a lack of concern, but a lack of confidence. Many potential reporters believed they needed certainty before taking action, while others were unclear about the role of the CyberTipline. The opportunity was to shift communications from awareness to action through a behavior-change campaign that made reporting feel accessible, approachable, and achievable.
Approach & Execution
I developed the "See the Child" campaign, a communications strategy designed to increase reporting and improve public understanding of the CyberTipline. The campaign included audience segmentation, messaging architecture, brand development, audience personas, website concepts, SEO recommendations, content strategies, social media campaigns, partner toolkits, and survivor-centered storytelling frameworks.
The campaign centered on three primary audiences: law enforcement, social service professionals, and the general public. Tailored messaging, platform strategies, and calls to action were developed for each audience segment.
While the full campaign was not implemented, elements of the strategy influenced organizational communications efforts, including adoption of carousel-based storytelling formats and greater emphasis on audience-specific messaging.
Stakeholder Alignment
I worked closely with division leadership to refine campaign objectives, messaging priorities, and audience strategies while ensuring content remained trauma-informed, action-oriented, and aligned with organizational goals. Survivor experiences informed the campaign's storytelling approach through the adaptation of existing case studies and success stories.
Results & Impact
The project resulted in a fully developed campaign framework that included audience personas, messaging architecture, brand guidelines, website concepts, content strategies, partner toolkits, and digital engagement recommendations. While the full campaign was not implemented, the work introduced new approaches to audience segmentation, storytelling, and content strategy that influenced broader organizational communications efforts.
Most importantly, the project demonstrates my ability to translate audience research and behavioral insights into comprehensive communications strategies designed to influence action, strengthen engagement, and support organizational goals.