Breastfeeding and pumping parents faced systemic exclusion and public shaming — especially in workplaces and public spaces. #IPumpedHere was designed to normalize visibility, shift cultural narratives, and create pressure for policy and corporate change.

• Campaign architect and lead strategist

• Owned narrative strategy, digital infrastructure, coalition outreach, and execution

• Led cross-functional coordination across advocacy, PR, digital, and grassroots organizers

• Narrative framework connecting lived experience → public visibility → policy change

• Campaign architecture spanning website, social, earned media, and advocacy actions

• Influencer and community participation model designed for replication

• Asset systems enabling rapid content creation and amplification

• Campaign website and action hub

• Influencer and grassroots storytelling campaign

• Press strategy and media toolkit

• Social content system and launch plan

• National and sustained media coverage

• Influenced workplace lactation conversations and policy framing

• Established a durable narrative asset still referenced in advocacy spaces
  

This project demonstrates how narrative change + systems design can move an issue from stigma to legitimacy — and how campaigns can be built for longevity, not virality alone.