Founded in 2017, Bundles of Joy is a nonprofit dedicated to providing mothers and children with the essential items they need to not just survive but thrive. Through the generosity of community donors, Bundles of Joy supplies critical resources free of charge, empowering families and helping build confidence that lasts a lifetime. In recognition of its mission and impact, Bundles of Joy was selected to participate in NBCUniversal’s Creative Impact Lab, an initiative under NBCU’s Corporate Social Responsibility efforts. The program connects nonprofits with NBCUniversal’s creative expertise and pairs them with top digital agencies to develop compelling, branded campaigns that amplify their message at scale.

As a Creative Mentor within the Creative Impact Lab, I had the privilege of supporting Bundles of Joy throughout this process. The organization partnered with Digital Bodega, a full-service creative agency based in the Bronx, to bring the story of Bundles of Joy to life. Together, we developed a powerful PSA that was amplified across Comcast and NBCUniversal platforms. In my role, I provided campaign strategy and creative guidance while mentoring emerging creatives interning at Digital Bodega. I worked closely with both the agency and the nonprofit to ensure alignment at every stage including reviewing creative concepts, shaping the narrative, refining scripts, and helping maximize brand impact. I also collaborated on the development of Bundles of Joy’s new tagline: “Be a Joy Maker.”

The campaign was a resounding success. To date, the PSA has generated over 10.5 million impressions, significantly increasing awareness of Bundles of Joy and the vital work they do for families in the community. Hopefully this amplification continues to inspire support, engagement, and joy.