Despite the Dark Campaign
Despite the Dark (DTD) is a 501(c)3 nonprofit and women's empowerment organization that aims to shed light on the issues surrounding women's safety at night.
In 2019, with just two weeks and $1,000, four women came together to form a revolutionary brand and movement that took on a life of its own.
Since then, DTD’s work has been recognized in publications such as Runner's World, The Daily Skimm, The Chicago Tribune, aSweatLife, and CBS News. It was nominated for Campaign of the Year (Non-profit) by The Drum.
Client
Despite the Dark
Deliverables
Brand Strategy
Content Strategy
Content Writing
Copywriting
Paid Media
Social Media Marketing
Web Copy
The campaign
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Despite the Dark was initially designed to be a short-term internship project, but it struck a cord within communities and continuously grew.
Eventually, it transformed into a 501 (c) 3 nonprofit organization. The evolution demanded heightened leadership involvement, refined brand strategy, and long-term planning.
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As co-founder and senior copywriter, I helped grow the team and developed long-term communication strategies to position the organization for success. To achieve our ambitious goals, we grew the organization from 3 to 7 people and developed internal teams to facilitate programming, marketing, and communication efforts.
For years, we led the team through regular meetings, ideation sessions, digital campaigns, and virtual events.
My initial focus was to build the brand's online presence by crafting site-wide web copy, constructing a website, and developing internal brand communication guidelines to guide the team. Additionally, I was instrumental in launching Despite the Dark's blog, brand storytelling, and social media marketing.
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As a result, the brand achieved 501(c)3 nonprofit status, international recognition across esteemed publications, and increased brand awareness and engagement. Our stories, messages, and events touched women and communities worldwide, bringing more attention to the issues surrounding women's safety at night.
We conducted some of the first-ever research on women’s safety at night, sparked difficult conversations, taught essential self-defense skills, and joined partner organizations to advocate for women's safety.
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