While at Bandujo Advertising + Design, I led the strategy and creative development for Help Me Quit—a digital smoking cessation platform created for the NYC Department of Health. Instead of launching another awareness campaign, we proposed something more lasting: a tool that could actually help New Yorkers quit smoking.
Our solution? Build a product, not just a message.
As Managing Director and Strategic & Creative Lead, I directed the project from pitch through launch and rollout. I led the creative strategy, UX design, and visual direction for the app, while also managing campaign planning, marketing execution, vendor relationships, and budget oversight.
This work required navigating the needs of multiple city departments, aligning public health priorities with product development, and building a campaign that resonated with real people in real neighborhoods.
We shifted the focus—and the funding—from one-off PSA media to long-term utility. Instead of telling people to quit smoking, we gave them a digital platform to help make it happen.
The app offered personalized tracking, motivational content, and access to local support resources. To drive awareness, we launched a multi-channel media campaign across NYC, followed by two quarterly pushes to maintain momentum and grow downloads.
This wasn’t just a campaign—it was a systems-level intervention. By designing for behavior change and ongoing engagement, we helped shift the way public health shows up in people’s lives. It’s the kind of work I believe in: empathetic, creative, and built to serve.
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