Projects of Success
New York Times Exclusive:
Burning Legacy Campaign
In an effort to public pressure on the owners of Cargill Inc., the Cargill-MacMillan family, to follow through on their 2023 commitment to end forest destruction in South America by 2025, the Burning Legacy campaign commissioned a world-famous Brazilian artist, Mundano, to create an 11-story mural in the heart of São Paulo. The mural itself was made from the ashes of forests destroyed to make way for soy plantations and mud from southern Brazilian states devastated by climate and deforestation-related flooding making it one of the largest murals in the world made of natural pigments.
Success:
By building relationships with New York Times reporters in the Rio de Janeiro bureau and beyond, I was able to secure an all-access exclusive with the coveted outlet, ensuring high-profile, worldwide coverage the day of the mural’s final reveal. The news was published both online and on page 4 of the newspaper garnering over 140 pieces of coverage worldwide.
Notable Coverage:
Regional Greenhouse Gas Initiative (RGGI)
Requirements:
GOAL: Get Governors from 5 Northeast states to unanimously agree to an increased carbon cap, reducing pollution and coal power regionallyCreate a regionally compelling communications plan that would force stakeholder from different states to buy into a cap and trade policy updateMake wonky-policy language compelling to diverse audiences and stakeholders
Process:
Used polling and research to gauge state-based interest in increasing the capHighlighted the economics of an increased cap and the benefits for local communitiesUplifted the voices of supportive community members from business owners to activistsCreated an integrated paid, earned and social media plan with digestible graphics
Success:
We reached our goal of getting all the states to support the most aggressive carbon reduction limit. This meant that within the next few years the region would see a large retirement of coal-related carbon pollution and be set up for even higher carbon reduction caps in the next evaluation round.Notable Coverage:
Vox: The Regional Greenhouse Gas Initiative is Boosting Economies in the NortheastReuters: U.S. Northeast Carbon Market Creating Job, Revenue; StudyWBUR: Mass is Joining with 8 Other States and D.C. to Curb EmissionsBoston Globe: In Landmark Agreement, Mass, 8 Other States Vox to Cut Transportation Emissions