The "Podiatrists Move the World" campaign aimed to elevate the visibility and credibility of podiatric medicine, helping prospective medical students recognize it as a viable, rewarding, and often overlooked path to becoming a surgeon. With application deadlines looming, the campaign needed to shift perception quickly and effectively, especially among students who were still weighing their options for fall enrollment.

Our challenge was to craft a concept and voice that could reposition podiatric medicine for a new generation. Students weren't seeing this path because no one was telling the story in a way that made it real. We set out to change that. Drawing on insights from student surveys, advisor interviews, and research on MCAT takers, I helped develop the campaign platform, name, and voice from the ground up. The central message: There's more than one way to be a surgeon, and podiatric medicine might be the right fit.

From there, we built an integrated set of creative deliverables designed to engage students and the institutions that serve them, including:

Campaign website built to inspire and drive enrollment, featuring resources, FAQs, school finder, and video testimonials
Messaging framework built around four key pillars
Social media copy and assets tailored for colleges, clinics, and DPM programs
Creative concepting for content themes including: "You could be a surgeon by 30," "A career that makes room for your life," and "What I wish I knew about podiatry"
Campaign toolkit for partners
Voice and tone development to shift the perception of podiatric medicine from niche to high-skill, high-impact
Suggested activations, including UGC prompts to get current DPMs and residents to share their story