For Childhood Cancer Awareness Month, St. Jude wanted to inspire donations without losing the warmth of their organic storytelling.

I reimagined the campaign through a lock screen notification format, turning everyday reminders into emotional prompts to take action. Using real patient artwork as the backdrop made it feel human and heartfelt while staying visually native to social feeds.

When the concept was adapted for paid, I refined the copy to focus on a single clear action: Donate, while preserving the same softness and tone that worked organically.

Result:
The campaign became St. Jude’s top performing creative, driving

• 1.6K gifts (44% of total)

• $120K in donations (47% of campaign revenue)

• 182K+ organic impressions before rollout

This project showed how small, thoughtful design decisions like familiar interfaces and emotional clarity can make performance content feel deeply human.