I worked with the communications team, comprised entirely of volunteers, to understand the internal and external challenges the team faced. I also worked with the nonprofit founder to clarify the organization's strategy in order to better align the campaign messages to their purpose, mission, vision, and objectives. By providing guidance in form of personas, story filters, and social media guides, the volunteers, partners, and fans of the organization were empowered to build and spread the brand through their own channels and social networks.