Pro Bono
HEROES
Telling a Louisiana nonprofit’s story all the way to People magazine.
The brief
HEROES is a nonprofit in rural Louisiana providing free education and resources for Black residents affected by HIV. More than 60% of HIV cases in the U.S. are in the Deep South, and they disproportionately affect Black communities. Founder Monica Johnson’s work deserved to be told as powerfully as it was being done.
ENGAGEMENT
Pro Bono Content Consulting
YEAR
2022
SERVICES
Website Copy · Media Training · Social
INDUSTRY
Nonprofit · Public Health
The results
Monica was featured in People magazine’s 2022 Women Changing the World issue: a national platform for a story that deserved one.
People
Women Changing the World, 2022
The challenge
HEROES was doing life-changing work with very little visibility. The website didn’t reflect the organization, and Monica didn’t yet have the tools or the platform to share her story with a national audience.
Our approach
Every quarter, we take on a pro bono project for a Black-owned business or nonprofit, because uplifting Black voices matters to us. With HEROES, that meant writing, coaching and opening doors, all at the same time.
What we built
All the copy for the new HEROES website
Media training for founder Monica Johnson
Run-of-shows for her Instagram Lives
Cover photo: blayne spires on Unsplash.
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