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

This is one of the most exciting projects I’ve ever had the opportunity to work on. In 2006, Motorola had just come on board as the technology partner for Bono’s charitable Product (RED)™ initiative. The idea was to create a special RED product line that would contribute a percentage of every sale towards eliminating AIDS in Africa.

For Motorola, we created a rich site online experience that allowed users to connect with the campaign and see the direct benefits of their purchases. The site offered an assortment of original RED content from around the world—including music, videos, art and exclusive downloads.

One of the coolest things we created for the site was a calculating system that allowed users to see how much of a difference they could make in the lives of those in need.

I served as the lead writer on the project, from concept through development, and provided ongoing supervision for updates and special promotions.