Earth Day Campaign
Research, Content Strategy, Design, Infographics
For Earth Day 2026, I helped develop and execute a weeklong digital marketing campaign that highlighted the environmental benefits of public transit and reinforced GRTC’s commitment to sustainability. The campaign was published across the organization’s digital channels, including social media, email, and web platforms.
Content Strategy
A key challenge was distilling complex sustainability data into engaging, shareable content for online audiences. I conducted background research, gathered organization-specific data points from GRTC’s Planning department, and collaborated with communications and public relations staff to develop a focused content strategy.
Together, we identified four key themes: the emissions benefits of compressed natural gas (CNG) buses compared to diesel vehicles, the impact of transit on reducing single-occupancy vehicle trips, GRTC’s annual sustainability achievements, and the direct impact of event a small charitable donation.
To support the campaign, I developed a visual style that aligned with GRTC’s established brand while incorporating an Earth Day-inspired leaf motif. The resulting campaign carried cohesively across the website, social media, and email.
Homepage Carousel Takeover
To ensure the campaign stood out among routine service updates, I proposed a temporary takeover of the website homepage carousel, dedicating each slide and accompanying caption to a different Earth Day fact and linking users to a longer-form sustainability article. This approach increased visibility for the campaign and resulted in a 12% increase in engagement compared to the organization’s baseline for comparable news posts.