VALERIA
garcia
CREATIVE PORTFOLIO
MCCANN HEALTH NEW JERSEY
SKILLS Copywriting, Social Media Marketing, Creative Strategy, Design
At McCann Health New Jersey I worked as an Intern Copywriter under the IGNITE Program. A very selective program, IGNITERs are brought on to assist creative teams in developing creative ideas for ongoing healthcare-based campaigns. My time was spent developing both the creative concepts and ensuing copy for MHNJ's social media team as well as some of the different brands represented by the company.
SOCIAL MEDIA
The social media channels mainly used by MHNJ are . As a Copywriter for the social media team, I created the taglines and caption copy for different DE&I-focused posts and that were shared across Instagram, LinkedIn and Facebook. I also helped spark interest in the IGNITE program by creating a LinkedIn recruitment post to help draw in future IGNITERs.
As part of a recruitment initiative for MHNJ, team was tasked with creating a social media campaign to help draw interest and encourage people to apply for full-time positions. Our team's main concept was to create social tiles showcasing how MHNJ employees are so much more than just their role at the company—they are an individual with interests and passions that are an integral part of who they are as a person. And contrary to the popular belief, hobbies don't have to be abandoned when going into the workplace. In fact, there's room for that here, too.
For this project, we reached out to the members of the agency to share their the things they do outside of work. Based on that and the role they hold at the company, I created social media captions and image text that married both their interests and their position in a way that showcased how these people's experiences brought out the best in their work.
I developed another recruitment concept, inspired by how working in healthcare, regardless of the role you play, is a great way to push positive change in this world. By accounting for the different roles that had open positions and developing taglines for each, I aimed to show how each position can be of big impact both within and outside of the world of healthcare communications.
HIV PrEP
For this campaign, IGNITE teams were tasked to coming up with potential communication tactics to retain enrollment of young girls and women in Sub-Saharan Africa in the clinical trials for Islatravir, an investigational drug being developed by researchers at the University of Washington designed to help combat HIV in the form of a monthly PrEP pill. The intention of this new PrEP option is to provide young women with a pill that is just as effective as the daily pill, significantly smaller, more convenient and more discreet than existing daily PrEP pills. Trial recruitment for this drug has started across Sub Saharan Africa, but retainment in the trial for a full three (3) years is critical for securing enough results.
Our team's main concept was that of a teddy bear. Deigned The Sidekick Teddy, a partner in health who will be there to help you and help save the world, this teddy bear would serve as a clever way to get the product trial participants in a way that is simultaneously discrete and fun. A secret panel at the back of the teddy would hold the elements necessary for a long-term testing out of the product at home.
CHD PAH
This unbranded campaign seeked to increase awareness in patients with congenital heart disease (CHD) of their likelihood to develop pulmonary arterial hypertension (PAH), which can occur as a result of increased pulmonary blood flow. CHD PAH patients with corrected defects are often misdiagnosed and have unmet medical needs, and this ask aimed to emphasize how vital it is to recognize PAH in CHD patients early and help give patients the care they need.
This idea is a play on "the One," a phrase often used to describe a romantic partner. In this case, much like when looking for love, we shouldn't just sit and wait for "the One"—we should go out and find them, although in this case, "The One" refers to that 1 in 10th patient with simple repaired CHD that develop PAH.
PROAIR DIGIHALER
This creative brief challenged us to think of ways in which to encourage the use of the ProAir® Digihaler® (albuterol sulfate), the first and only smart inhaler that tracks your activity and dispenses . However, Digihaler users have tendency to not use the app, thus not leveraging their Digihaler to its fullest potential. The challenge presented in this task was to think of ways in which we could encourage users to use the app and enjoy their experience in the process.
This app redesign idea modernizes the Digihaler app interface while adding new features that integrate other apps already on one's phone: a weather tab that warns you of environmental changes around on your area that might affect your breathing experience, a map that can help guide you through said environmental warnings, a messaging feature that allows your health care provider to communicate with you in case of emergencies, and a Headspace tab that reminds users to slow down and take a breath. Another interface option was to develop a kid-friendly app for the younger Digihaler users featuring Lungie, a Tamagotchi-like pet that they can take care of as they take care of their own lungs.
