The People Who Make Care Possible

In a small town, you don’t need a campaign to tell you who the caregivers are. You see them at the pharmacy counter, in the school pickup line, sitting quietly in the corner of the restaurant while everyone else eats. You know their names, or at least their faces. You know they’re carrying more than most people realize.

When National Caregiver Month came around, I didn’t want this to feel like a standard promotional moment. I wanted it to feel like recognition. Like the community pausing long enough to say, “We see you, and what you do matters.”

I led the strategy and storytelling for Cheeburger’s campaign with that in mind. The goal was connection. It was creating language and visuals that felt personal, local, and grounded in real appreciation rather than generic gratitude.

We started with the stories. Who are the people in this town showing up every day for someone else? What does care look like here, in kitchens and hospital rooms and living rooms, not just in headlines? From there, I shaped messaging that spoke directly to the heart of that experience, honoring the emotional labor, the consistency, and the unseen responsibility that caregivers carry.

One of the most meaningful parts of the campaign was launching a “Nominate a Caregiver” initiative, inviting the community to name the people who had made a difference in their lives. It shifted the narrative from the organization speaking about caregivers to neighbors speaking for them. The responses were personal, detailed, and full of gratitude, and they gave the campaign its emotional center.

From a communications perspective, every touchpoint was designed to feel intentional. Social content, in-restaurant visuals, local partnerships, and community gatherings all carried the same tone and message, reinforcing that this was not a one-off post but a coordinated effort to center care as a shared value. We paid close attention to language, imagery, and pacing so that nothing felt rushed or performative, but instead felt like a collective moment of acknowledgment.

The impact was both measurable and deeply human. Engagement grew, participation exceeded expectations, and the community showed up, not just online but in person, sharing stories, attending events, and recognizing caregivers by name. It became clear that when communications are shaped with proximity and intention, they don’t just inform, they create space for people to feel seen.

For a closer look at the data behind the story, including growth, participation, and engagement metrics, you can view the full case study here.

What this campaign reinforced for me is something I see again and again in my work: strategy is not just about reach, and storytelling is not just about content. It is about understanding the people at the center of the story, shaping language that honors their experience, and building communication that reflects the values a community already lives by.

That is the work I care about. And it is the work I bring to every organization I partner with.