A campaign for the Blue Shield of California Foundation on a sensitive, high-stakes social issue, spanning events, film, a keynote system, and web, plus a playbook others could run. Heavy subject matter had to do two hard things at once: move people emotionally, and align a lot of stakeholders around one coherent message. I designed an integrated campaign system so the message stayed clear and consistent across every touchpoint, from live events to film to the keynote framework to the site. Then I packaged it into a playbook so the work could outlive a single moment. Not to mention creating an Examples page and working with a rockstar team of developers to get everything launched on a tight timeline.