Amazon accessibility anthem
I oversaw campaign creation from research, ideation, definition of brand identity, script writing, paid and organic media campaigns, media pitching, and reporting. (This is my baby!)
Watch the Amazon Accessibility Anthem
Praise: 7 of the Most Accessible Brand Campaigns and Actions of 2022 by AdWeek
Amazon.com/accessibility
I oversaw the redesign and expansion of www.amazon.com/accessibility including user research, branding/positioning, accessible design, copy, imagery, how-to videos, and user testing with assistive technology. Current owner of the page’s content and maintenance.
Alexa Stories
I supported the series’ creation. Worked with production agency to ensure videos followed our brand guidelines (tone, voice, authenticity) & accessibility best practices. Reviewed, revised, and vetted content.
Watch Alexa Stories on YouTube.
Disability:IN 2024 Inclusive Marketing Campaign of the Year Awards
Amazon Devices and Services received the Inclusive Marketing Campaign of the Year award for the launch of a new solution, developed in partnership with Cochlear™, a global manufacturer of widely used hearing implants, that allows Cochlear implant users to more comfortably enjoy movies and TV episodes. Read more about the campaign: Amazon's Fire TV expands Audio Streaming for Hearing Aids to Cochlear implants.
Read the Disability:IN press release.
Customer stories for Devices Fall Launch event 2023
Collaborated with my broader team to tell two stories from Alexa customers: Dante and Romy. This video received a Seattle Addy Award.
Amazon Ads: UnBoxed 2023
I facilitated a panel with Dani Izzie, Founder + Director, Access Social, and Josh Loebner, PhD, Global Head of Inclusive Design, Wunderman Thompson, on disability representation in the media and how to do better.
Watch the unBoxed 2023 panel (15 min).
Disability photography
I co-led with my creative director a photoshoot to create more imagery with people with disabilities for our campaigns. It included a diverse group of disabled people—most of which had never been portrayed in ads before—including a burn survivor, an adult autistic woman, a paraplegic woman, a man with a limb difference, a child with Cerebral Palsy, and many others.
Disability representation in action
I collaborate with teams across Amazon to include authentic disability representation in our creatives. I help shape stories and ensure that they stay true to the community portrayed, but also ensure that talent gets what they need on set to have the best possible experience.
Watch the Echo Hub promo video, the Alexa “cowboy” video, a smart home video featuring a (real) family with a deaf child.
Global Accessibility Awareness Day (GAAD)
Each year, I lead the marketing campaign for Global Accessibility Awareness Day on the third Thursday of May. In 2024, we worked with renowned influencers in the disability community including Anthony Ferraro (@asfvision), Cheyenna Clearbrook (@cheyennaclearbrook), and @roll.with.cole.
Watch @asfvision’s reel
Fire TV accessibility how-to videos
I started the Fire TV and Fire tablet accessibility how-to video program. Defined best practices for accessibility to all types of disabilities (physical, cognitive, etc). Worked with animation studio and producers.
Watch how-to videos on amazon.com/accessibility/howto
Wikis, playbooks, guidance
I created a dozen guides available to everyone at Amazon on topics including: inclusive marketing & branding (voice, tone, creative approach, and more), accessibility- and disability-related language, accessible social media, accessible video (including captioning and audio description), graphic design, disability representation and tropes to avoid, and more.
These resources receive about 40,000 clicks each year.
PowerA Fusion launch
I oversaw the launch of a new high-end controller: FUSION Pro, working with our internal team and our PR agency. We also worked with a local artist, Molly Schwartz, to create an edgy piece as part of the FUSION branding.
ADA National Network newsletter
In 2017, I created the ADANN newsletter, which still exists to this day (in its original form) with thousands of subscribers.
A11y newsletter
I created an internal accessibility newsletter focused on discovering, learning, reflecting, and engaging with accessibility in everyday life. The newsletter may include articles on accessibility, brief lessons (e.g., how to write good alternative text for images), and reflection on bigger topics like the intersectionality of disability or think pieces from guest writers across Amazon (e.g., “Being Black and Disabled”). We have surpassed our 30th issue.
What you don’t see
A lot of what I do is what you don’t see. I collaborate with creative and marketing teams and often redirect narratives that would not be considered appropriate by the represented community. For example, I helped deprecate an ableist tagline for a product, I vetoed inauthentic stock photography of blind people, I rewrote copy to avoid outdated terminology, and more. Often, my role is to make sure our audience doesn’t see these uninformed mishaps.
#ThanksToTheADA
Starting with the Americans with Disabilities Act’s 30th anniversary, I launched the hashtag #ThanksToTheADA. The goal of this campaign was to source stories from people who benefitted from the ADA. We created a sizzle reel compiling all of these stories to celebrate the anniversary. The ADA National Network has since repeated this campaign each year.
Read the article on LinkedIn: Planning and Responding to Crises: Don’t Forget the Invisible Audience (Sept 2017)
Prepared Humans of Kirkland
Mirroring Brandon Stanton's Humans of New York, I created this project to foster a sense of community and raise awareness on personal preparedness. The anecdotes told by the Prepared Humans of Kirkland were all emergency-preparedness related and were often funny, melancholic, and insightful. #PrepHOK
City of Kirkland's Office of Emergency Management Social Media Launch Campaign (2016)
I led the ideation, creation, execution, and measurements for the campaign.