Center for Reproductive Rights

Digital strategy by Christina Crisostomo. New York/Toronto-based.

center for reproductive rights: digital strategY

At the Center for Reproductive Rights, I transformed our digital presence by pioneering our social media strategy and growing audiences exponentially over three years. Highlights include:

  • Increasing and engaging social audiences through primarily organic growth (Facebook: 20,000 to 224,000; Twitter: 10,000 to 70,000; Instagram: 200 to 23,000)
  • Creating the Center's first ever social media strategy with guidelines on social mission, voice/tone, audiences, channel planning, and content strategy
  • Producing key digital assets of a year-long integrated communications campaign for the U.S. Supreme Court case Whole Woman's Health v. Hellerstedt, including social copy, graphic concepts, video, and the twice nationally trending hashtag #StopTheSham
  • Conceptualizing and launching the #DrawTheLine Challenge, a user-generated creative campaign that yielded 400 organic submissions from supporters
  • Developing social video, including celebrity PSAs covered in top entertainment outlets, educational pieces, and on-the-ground storytelling about the Center's impact
  • Covering high-profile events live on social media, including political rallies, galas, and a Senate Judiciary Committee hearing
  • Securing print and online coverage of Center attorney Stephanie Toti in Glamour's September 2016 issue

My social content has appeared in NBC News, TIMEMashable, Marie ClaireWomen's HealthVocativ, and the Texas Observer.