Challenge
Respond to growing regulatory and cultural pressure around TikTok, while defending the platform’s value to creators and communities.
Idea
Put creators at the centre of the story. The campaign highlighted real voices, creativity and cultural impact — reframing TikTok not as a platform to be feared, but as one that enables expression, opportunity and connection.
Role
Lead writer for campaign messaging, copy development and interviewing 26 U.S. college students to ensure the narrative felt authentic, creator-first and platform-native.
