YBCA 100 Summit
A New Definition of Power
YBCA 100 summits were headlined by some of the most important figures in worldwide social movement, including Me Too movement founder Tarana Burke, and Black Lives Matter co-founder Alicia Garza. I led bold digital campaigns that celebrated these luminaries and elevated local culture & movement leaders alongside them.
The annual list culminates in an all-day public summit, where YBCA 100 luminaries present inspirational and provocative talks & performances to sold-out crowds, all motivated by creativity and social change.
Visual Artists Inspired by Community
Visual arts have played a historic role in community representation in the Bay Area. We featured artists whose work uses visual-based media in unique ways to bring the stories of overlooked communities to light. Shot by Plus M Productions, I provided story direction and editorial guidance while working closely with our publicity team to identify artists who would have the greatest local impact.
Local Heroes Ask Tough Questions
The culture that drives social change usually originates outside the gallery walls. I identified 3 hot-button topics for a videos series that told the success stories of local heroes who used creative tactics to enact real change in their communities. Our tone was loud without oversimplifying. These raw-styled videos saw massive engagement on social media, and viewers carried that energy into sold-out sessions with these cultural leaders at the YBCA 100 Summit.
Live Coverage from Every Angle
We grew public exposure for the YBCA 100 Summit using the best social platforms to popularize live talk- and personality-driven events. We brought the summit to online audiences with a depth and production value uncommon in the arts field and made #YBCA100 a national trading topic on Twitter two years in a row.
Audience flock to different social platforms every year to follow live events, and the YBCA 100 Summit met them there. As digital strategist, I identified key platforms to target our live coverage and led social media production teams in rapid, onsite content creation across all of our channels.
Making Radical Ideas Go Viral
The YBCA 100 Summit has its biggest impact after the event, when we rapidly cull the best clips of our speakers, and package them for viral sharing on social media. After every summit, I identified the most powerful moments from our speakers, and timed our publishing for exactly the right moment — when a topic is becoming national news and our speakers’ provocative takes would have the most impact. These clips became some of YBCA’s biggest social media moments, drawing hundreds of thousands of views and shares.
Daily Inspiration from Unsung Heroes
Many of our honorees fly under the radar of national media, hailing from underrepresented communities and professions. I built familiarity with these unsung heroes by giving them daily exposure on social media during the year leading up to the summit. Hailing from a wide range of professions, I promoted their identity as social justice leaders with a talent for speech. Introduced by their own powerful statements, we showed that inspiration can come from unexpected places.