Activated a global network through digital-first campaign strategy

The organization

Climate-KIC | Innovation & Climate | Nonprofit | Formerly backed by the EIT (European Institute of Innovation and Technology) | Europe-based | ~ 200+ employees

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The challenge

Orchestrated Climathon’s first fully digital campaign in response to COVID-19, uniting local organizers worldwide and transforming a complex climate mission into collective, community-led action.

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The solution

I led strategy, campaign execution, creative direction, and cross-functional coordination for Climathon’s digital-first global activation. Working across internal and partner teams, I delivered an integrated campaign that exceeded participation goals while designing a modular communications system to support 100+ local events.

• Defined the overall digital communications and campaign strategy in collaboration with the internal Climate-KIC and Climathon teams.
• Co-led creative direction and messaging development for multi-stakeholder audiences (participants, city leaders, organizers, sponsors)
• Designed a 4-layer communications system to streamline global-local messaging and brand consistency
• Coordinated vendors across multiple time zones
• Produced campaign toolkits for 100+ local organizers, including playbooks, templates, and key messaging
• Created branded content across digital channels: paid social, organic, video, newsletter, and press outreach
• Oversaw production of branded visual assets: logos, decks, templates, print materials, and social media kits
• Activated partner networks and influencer collaborations to amplify campaign reach
• Monitored performance and adapted messaging in real time to maximize engagement
• Documented and systematized campaign materials into an accessible knowledge base (Google Workspace & Trello)

Creative assets & visual system

Collaborated with a distributed team across Europe to align messaging and asset production, ensuring consistency across 100+ events.

#1. Core brand system: Brand guidelines, messaging matrix, templates (internal)

The underlying structure that ensures all assets are consistent, modular, and on-brand.

Includes:

• Brand guidelines (logos, fonts, color palette)
• Messaging matrix by audience (participants, cities, partners)
• Design principles (tone, accessibility, modularity)
• Component libraries (icons, templates, layouts)
• Internal imagery & video libraries

🚀 Purpose: Ensure the team and vendors have a unified foundation across all media and formats.
📁 Shared on Google Workspace

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#2. Campaign activation: Social and partner toolkits, CTA assets, calendar

A toolkit for partners to spread the message while staying aligned with the core identity.

Includes:

• Messaging blocks and campaign narrative
• Flyers, social media visuals, campaign calendar
• Explainer videos and CTAs
• Media press kits
• CTAs and registration links
• Campaign calendar and activation guide

🚀 Purpose: Equip partners with ready-to-go content for consistent amplification and reach.
📁 Shared via Trello

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#3. Execution layer: Customizable print + digital materials, playbook

A full toolkit tailored to the needs of on-the-ground event organizers in 100+ cities.

Includes:

• Editable brochure
• Flyer (print & digital)
• Social media templates (announcements, CTAs, event reminders)
• Brand story (Key messaging framework)
• Print assets (banners, posters)
• Press & media kit templates
• Branded PowerPoint deck template
• Brand assets: logo, typography, color palette, brand guidelines
• Organizer playbook (event coordination + brand usage)

🚀 Purpose: Empower local teams with flexible, easy-to-use materials to launch their own Climathon.
📁 Hosted on: Knowledge base platform

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#4. Amplification layer: Story-driven content, video interviews, factsheets

Visual and narrative assets used for global engagement, storytelling, and reporting.

Includes:

• Success stories from previous editions (articles + videos)
• Branded factsheet and quick stats
• High-res photos and participant quotes from past editions
• Call-to-action videos
• Gamification

🚀 Purpose: Capture and amplify the outcomes of the campaign globally and provide evergreen storytelling tools.
📁 Shared via: Google Drive folders and internal asset manager

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Highlights

• Delivered results under time, budget and format constraints
• Created storytelling-driven campaigns to humanize climate action
• This project deepened my belief that systems transformation happens when storytelling, design, and participation intersect and when communications help communities see themselves as agents of change.