Managing Editor & Contributing Writer
Saatchi & Saatchi Healthcare / New York (Contractor)

The MoveOverMS Magazine was created to be given out at the Walk MS events happening across the country. The magazine serves as a preview to MoveOverMS.org, driving people to the website to read the full stories. I wrote two of the featured articles, and oversaw the creative development of the magazine.

Senior Copywriter & Concept Developer
DRAFTFCB / New York (Contractor)

This was one of those projects where I was completely fascinated by the subject matter.

I was familiar with embryonic stem cells from what I had read in the news, but I’d never heard of umbilical stem cells. Apparently, the cells can be harvested from a baby’s umbilical cord and kept in a “bank,” where they can later be used to help correct a child’s health or developmental problems.

I did a lot of research on stem cell banking before developing the voice and copy for the Cord Blood Registry’s website. A competitive analysis showed that pregnant women received an onslaught of information from cord blood banks as soon as they showed up on a relevant mailing list. Our idea was to give these women some room to breathe and allow them to connect with a community of other women and couples who were making the same kind of important decision.

Senior Copywriter
Saatchi & Saatchi Healthcare / New York (Contractor)

For many of those suffering from multiple sclerosis, the disease feels more like an obstacle than anything else. Focus group research showed us that people living with MS really just wanted a way to hold onto their independence while coping with the disease. Our team developed MoveOverMS.org as an online resource for “working around” MS. Editorial in format, the site offers relevant articles on everything from money management to “doable” vacation ideas. I served as the lead writer on the Daily Planning section and supported the writers working on the other segments.

Senior Copywriter
DRAFTFCB / New York (Contractor)

HaveYouEver.com was developed by DRAFTFCB as a place for people to get information about Hepatitis-C, including health risks and the benefits of testing and early treatment. To support the site, we developed a series of banner ads encouraging people to get tested. By taking a humorous approach and a familiar tone, we hoped to connect with our target demographic in a genuine way – and cut through the healthcare speak they’d grown accustomed to.

Senior Copywriter
DRAFTFCB / New York (Contractor)

The demographic for those diagnosed with, or at risk of having, Hepatitis-C was a very specific target – aimed at those who might have led high-risk lifestyles during the 80s and 90s. Many of these people held no more than a high school education, and operated, on average, with a fourth grade reading and comprehension level, so I crafted each message with that in mind. One our target’s biggest obstacles to getting tested and treated was a lack of self-worth, so the email campaign framed the argument through positive outside influences – like the love they held for their families and the notion of better things to come.

Senior Copywriter
Funktion Studios / New Jersey (Contractor)

When I was brought onto this project, I hadn’t even heard of such a thing as “natural family planning.” Essentially, it’s a method of birth control based around a woman’s natural fertility cycle. Many couples interested in having a baby have adopted the method as a way to increase their chances of fertility.

As a way of spreading awareness and educating couples, New Jersey Natural Family Planning asked us to create an online resource that would provide both helpful information and a calendar of upcoming educational events.

I served as the lead writer and content strategist, developing the narrative that would guide people through the site and prompt them to sign up for a class or the organization’s newsletter.

Senior Copywriter
Saatchi & Saatchi Healthcare / New York (Contractor)
2008

An email campaign we created for ColonCancerNews.org, allowing people to drive directly to the information they needed based on their segment.