It’s Okay To…
A community-centered social media campaign designed to normalize conversations around mental health through relatable storytelling, conversational copywriting, and Charlotte-based visual content.
“It’s Okay To…” was a recurring social media campaign created for Mind the Gap Connects focused on reducing stigma around mental health and encouraging vulnerability in everyday conversations.
The campaign combined reflective storytelling, conversational copywriting, and locally grounded visuals of Charlotte, including parks, skyline imagery, and community spaces to create a sense of familiarity and connection for audiences.
My Role
Developed campaign messaging and copywriting strategy
Created social media graphics using Canva
Wrote conversational and narrative-style captions
Incorporated Charlotte-based photography and visuals
Supported content planning and posting consistency
Assisted with engagement tracking and performance insights
Key Learnings
Relatable and conversational messaging consistently drove stronger engagement than informational content
Visual familiarity (Charlotte-based videos) helped increase audience connection
Story-driven captions improved engagement compared to traditional marketing copy
Consistency in tone helped establish a recognizable campaign identity
Audiences responded strongly to authenticity and vulnerability in messaging
Results & Engagement
1,300+ total views across 3 posts
Strong engagement on conversational and storytelling-based posts
Higher interaction on posts featuring personal and relatable messaging
Increased engagement on Charlotte-centered visual content
Skills Developed Through this campaign
Visual Storytelling
Meta Business Suite
Canva Design
Content Creation
Narrative & Reflective Writing
Campaign Planning
Social Media Strategy
Audience Engagement
Community-Centered Marketing
Copywriting & Brand Voice Development
Content Performance Awareness