MEJO 584 – @uprootedUNC and Uprooted PR

Developed and implemented the public relations and social media strategy for Uprooted, a multimedia project of the UNC School of Media and Journalism documenting Venezuelan families who have fled to Medellín, Colombia, to seek better lives.

As the public relations and social media coordinator for Uprooted, I developed and executed a public relations and digital strategy that amplified the voices of those affected by this issue.

  • Developed a creative design brief and target audience analysis with the goal of prioritizing both English- and Spanish-speaking publics
  • Served as chair of the project naming committee and led project branding efforts
  • Researched and compiled a media list with 100+ contacts for social media and press
  • Planned and executed a cross-platform social media strategy for Facebook, Twitter, and Instagram, placing the documentary within the greater context of the ongoing crisis in Venezuela through a combination of both original posts and shared content from approved news sources
  • Functioned as liaison for philanthropic relationship with a non-profit organization in Colombia. Collected a donation of twelve suitcases of personal hygiene product donations and $700 for Famicove Medellín, a nonprofit organization dedicated to providing free and reduced health and family planning services to recent Venezuelan arrivals in Medellín, Colombia
  • Created an electronic press kit – designed all promotional assets including feature film-style posters and wrote press releases and photo captions in English and Spanish
  • Planned a premiere screening and project walkthrough with 300+ guests in attendance
Uprooted Venezuelans, Explained

Why have more than a million Venezuelans crossed the border into Colombia? #uprootedUNC, a collaborative documentary project from the UNC School of Media and Journalism, seeks to tell the stories of those affected by the Venezuelan migrant crisis in Medellín, Colombia.Written by Sally DillonAnimated by Xiaoke JiProduced by Patty MatosVoice-over by Gary Matos

Posted by Uprooted UNC on Friday, February 22, 2019
Facebook animated explainer video provides context on the Venezuelan crisis.
View this post on Instagram

Yesterday, much of our team had the privilege of meeting three of the four women behind @famicovemedellin, a nonprofit organization dedicated to providing free and reduced health and family planning services to recent Venezuelan arrivals in Medellín. Uprooted is pleased to announce that, through our donation drive in North Carolina, we were able to collect and donate twelve suitcases full of personal hygiene products and $700 USD for Famicove to continue their crucial work as health care and aid providers. With this donation, Famicove plans on purchasing portable equipment, including lightweight foldable cots and scales, for use at their free clinics. We’re eternally grateful for and humbled by the work they do. // Ayer nuestro equipo tuvo el privilegio de conocer a tres de las cuatro mujeres que forman parte de Famicove, un grupo sin fines de lucro que provee servicios médicos a familias venezolanas recién llegadas a Medellín. A través de nuestra campaña de donación en Carolina del Norte, Uprooted recaudó doce maletas llenas de productos de higiene personal y $700 USD para que Famicove continúe su trabajo crucial como proveedores de atención médica. Con nuestra donación, Famicove planea comprar equipos portátiles, incluyendo camillas y escalas de peso. Estamos eternamente agradecidos por su trabajo. 📸: @pkm201 @alexkormann12 . . . . #MJSB19 #MEJO584 #uprootedUNC #Famicove #Medellin #Venezuela

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