LIGHTING THE WAY In 2022 Hurricane Ian affected hundreds of thousands of people in South and Central Florida, resulting in almost a million displaced residents and over $112B in damages. FEMA moved quickly to provide aid to eligible survivors, but still needed to reach a quarter of a million applicants to ensure they completed their application process in order to receive the assistance they needed.
The multi-media, multi-lingual Lighting the Way campaign was designed to cut through the crowded market place and reach traditionally underserved communities while shining the path towards available aid; letting audiences know that disaster assistance is still available.
Created in 2023 with Fors-Marsh
Creative Director: Aerien Mull
Associate Creative Director: Franklin Bachrach
Creative Group Head: Cassie Deogracia
Senior Art Director: Sue Raaz
Art Directors: Danielle Simmons, Cody Bartz, Andrea Olivera
Copywriter: Jorge De Jesus
Production Lead: Bronie Brunet
Account Executive: Denise Monasterio
Production: Castaño Group
Music and Sound: Push Button
The campaign was a success, surpassing government benchmarks, garnering over 866 million total impressions and 1.64 million clicks, making the landing page the most visited FEMA page for several weeks. Most importantly, survivors got the help they needed.
From concept to completion, I helped set the visual look and tone of this campaign, and worked with a team of designers, copywriters, animators, translators, and more to meet the needs of this multi-million dollar paid media buy.