As a copywriter in the 2021 G.R.O.W.T.H. Initiative Program, I worked with a diverse team of students to build a campaign from the ground up for our clients at Pinayista, a nonprofit dedicated to uplifting Pinay (Filipino women) entrepreneurs. Founded on the intersection of pinayism and hustle culture, Pinayista needed to show how their membership offers Pinays growth through sisterhood. Introducing our campaign - Individually Together.
PSA
(set to air on TV!)
Branded Social Templates
This campaign gives a glimpse into what it means to be part of Pinayista, with stories of collaboration between creators, makers, and entrepreneurs, together telling a collective story of sisterhood and support. By uplifting members' stories, we motivate them to authentically advocate the value of membership while elevating their voices.
Hustle Hours
We’ll encourage members to share stories about how they’ve collaborated with one another with Hustle Hours, a year-round option for inspiring members to share their stories.
Hustle Hours would be dedicated blocks of time in which members are invited to discuss their journey, their hustle, and how they've collaborated with their sisters. Members will be able to submit their stories on the Pinayista website, and we'll generate further buzz through our social media.
We’ll direct audiences to a new landing page, where members are empowered to submit their stories for Pinayista to share.
By promoting and sharing these stories on Pinayista's social media, we can leverage their large following to promote members' hustle, while also emphasizing the collaborative spirit of Pinayista.
LinkedIn Activation
Taking advantage of the professional culture of LinkedIn, we'll invite members to tag sisters who’ve pushed their careers, promoting the networking potential of Pinayista through moving stories of gratitude.
Check out the full campaign deck:
Art Direction: Hadas Lederer
Copywriting: Hanna Tinsio & Nicholas Allen
Production: Erin Davis & Lynn Seah
Account Management: Catalina Delgado & Ashley Baptiste
Project Management: Allen Volkov
Strategy: Nicholas Suit & Sania Hussain
Public Relations: Simran Kanojia
Media: Aseem Agarwal