💕Health Awareness Campaign – Breast Cancer & Clinical Trial Education
Client: Gilead Sciences (via Black Health Matters)
Role: Digital Campaign Strategist | Year: 2024
In partnership with Gilead, I led a national awareness campaign to highlight breast cancer disparities affecting Black women — with the goal of increasing education around clinical research and empowering more patients to explore treatment options.
🧠 The Challenge
Black women in the U.S. face disproportionate rates of late-stage breast cancer diagnoses and significantly lower representation in clinical trials. Gilead aimed to raise awareness and drive meaningful engagement with clinical trial resources specifically tailored for Black patients — in a way that felt human, trustworthy, and culturally grounded.
🚀 My Role & Approach
- Designed and deployed a multi-platform campaign combining data-driven storytelling with clear, compassionate calls to action
- Developed creative assets for social media, email, and landing pages, highlighting breast cancer statistics, survivor voices, and how to get involved
- Localized messaging to reflect tone and language that would resonate with Black women and caregivers
- Implemented performance tracking via UTMs and platform reporting for real-time optimization
📊 Highlights & Outcomes
- Reached over 2.7 million+ impressions — a 136% increase YoY
- Achieved 19,265 link clicks, converting to a 96.3% increase in click-throughs
- Positioned Black Health Matters and Gilead as trusted leaders in Black health equity
- Provided valuable education and access to clinical trial info for thousands of Black breast cancer patients and families
👶🏽 Infant Health Education & Vaccine Awareness
Client: Sanofi (via Black Health Matters)
Role: Digital Campaign Strategist | Year: 2024
I led the development and execution of a digital education campaign focused on RSV vaccine awareness for infants — supporting Sanofi’s goal of educating Black parents and caregivers about new immunization recommendations for babies.
🧠 The Challenge
RSV (Respiratory Syncytial Virus) poses serious risks to infants, yet awareness around prevention — especially within Black communities — remains limited. Sanofi needed to reach parents with clear, non-alarmist, and culturally mindful messaging that encouraged them to learn about new RSV vaccine options for their children.
🚀 My Role & Approach
- Developed a campaign narrative that emphasized protection, education, and empowerment rather than fear
- Wrote and designed social content, email CTAs, and landing page copy directing parents to learn more about the vaccine
- Created clear, accessible visuals that broke down complex medical info in a relatable and trustworthy format
- Worked closely with internal teams to ensure FDA-compliant, parent-friendly messaging
- Integrated UTM tracking for performance and audience behavior insights
📊 Highlights & Outcomes
- Surpassed campaign goals with 2.6M+ impressions (130% of goal)
- Drove 7,604 link clicks (152% of goal) to vaccine education resources
- Helped bridge the information gap between medical guidance and real-world parental decision-making
- Contributed to Sanofi’s visibility as a health advocate for underserved communities
During my time with Black Health Matters I have worked on more than 20 condition based campaigns.
🧩 Operational Infrastructure & Team Systems
Client: Black Health Matters
Role: Digital Operations Lead | Years: 2022–Present
Beyond campaign execution, I played a foundational role in transforming Black Health Matters’ internal workflows by building structured, scalable systems that enhanced team collaboration, data security, and project delivery across departments.
🧠 The Challenge
As the organization scaled its partnerships and campaigns, BHM lacked a centralized project management system or structured internal operations. Files were dispersed across personal drives and team chats, and there was no consistent process for planning, collaboration, or tracking performance.
🚀 My Role & Approach
- Implemented Asana as the central project management platform across marketing, design, operations, and executive teams — creating templates, project boards, and timelines for ongoing campaigns
- Introduced Smartsheet to track staff capacity, time-off scheduling, and post-event reporting (including attendance tracking, wins, and lessons learned)
- Built a SharePoint-based file management system organized by department and priority, introducing file naming conventions, folder hierarchy, and a private area for HR and Finance
- Conducted onboarding and team training to ensure usability and adoption
- Shifted the organization from siloed, reactive systems to a collaborative, permission-based structure that prioritized clarity, accountability, and data integrity
📊 Highlights & Outcomes
- Created a single source of truth across departments for campaign tracking and deliverables
- Improved cross-team communication and deadline adherence via transparent project timelines
- Reduced file loss and security risk by transitioning all HR and finance data to a secure, access-controlled SharePoint system
- Enabled better team visibility and event ROI measurement with automated post-event Smartsheet workflows
- Supported long-term scalability by laying the groundwork for more efficient cross-functional collaboration
Claudia Cherrington Lopez 