As part of the original concept team, I helped develop “Lock Up Lung Cancer,” a provocative campaign from the American Lung Association’s LUNG FORCE initiative that reframed lung cancer as the hidden killer it truly is.

We tapped into the massive female true crime audience, where serial killer narratives dominate, to draw a chilling comparison: if lung cancer were a person, it would be public enemy #1.

The campaign launched during "Hidden Killer Week" with a highly stylized true crime video series, featuring survivor stories and frontline doctors. It ran across networks like Lifetime, TNT, and A&E, with extended reach through partnerships with top true crime podcasters including My Favorite Murder and Crime Junkie. The work was supported by earned media, paid social, and a dedicated digital hub.

At its core, the campaign was designed to shock the system and shift perception, making lung cancer impossible to ignore.