Rebecca Christopher

“We Won’t Stop” reintroduced March of Dimes with an updated brand that engaged more moms, especially moms of color, at every stage of motherhood. The campaign diversified and expanded awareness and favorability of the brand.

The integrated online-offline campaign included a television spot as well as a wall mural in Washington, D.C. painted by local artist Loveis Wise, in addition to content on Buzzfeed and Ebony.

Services: Digital strategy, campaign concepting, video production, copywriting

I wrote, coded, and sent between 30 and 40 of what the Daily Show called "super-casual bro-mails" each week in 2011 and 2012. Here are some of my favorites — but please reach out if you’re curious about a specific email you received.

My emails have been responsible for millions of dollars in online fundraising and consistently won head-to-head tests on copy, style, and content. The best-performing subject line in email fundraising history was not "Hey" but was in fact "So." 

Services: Copywriting, art direction, email strategy

UNICEF was looking for a way to reduce the stigma refugees face in many countries when they seek professional and social connections. “Refugees Welcome” is a campaign that connects refugees and non-refugees for dinner, conversation, and new friends. The campaign features an interactive website, social content, and in-person activations hosted by organizations like General Assembly, Facebook, Lyft, and AirBnB.

Awards: 2018 Webby Award for Best Website in Activism

Services: Digital strategy, content production, copywriting

Press: 

Mashable "New site offers simple ways to host a Valentine's Day dinner for refugees"

VOA News "Local Communities Break Bread With Refugees to Break Barriers"

Virgin "There's a Crisis on the Table"

I have written for President Barack Obama, First Lady Michelle Obama, and members of Congress from both sides of the aisle.

If you work in America, you should be able to make a living. The Rockefeller Foundation’s “Workshift” campaign worked to increase understanding of schedule instability in workers, employers, and consumers.

The campaign featured a series of videos, a game, and interactive web feature.

Awards: 2018 Webby Awards: Honoree in Games for Public Service and Activism

Services: Digital strategy, copywriting, production

The Anti-Defamation League is a historic organization with a track record fighting anti-Semitism — but its work against other forms of bigotry and bias is largely unknown.

The “Diversity is Strength” campaign, which featured over 50 digital and print ads, ran immediately before and after the tragic events in Charlottesville, expanding ADL’s profile as a leading voice against all forms of hate.

This campaign was one of ADL’s most successful, inspiring not only thousands of supporters to join the organization, but 300 bipartisan mayors to join a coalition against hate.

Services: Copywriting, art direction, strategy

The Women's March on Washington inspired hundreds across the country to create sister marches — these groups became the Women’s March Global Network. We provided an interactive website, email organizing programs, print materials such as rally signs and pamphlets, and organizing support.

After the marches concluded, we worked to give organizers the tools they needed to create lasting community groups in a campaign called “First We Marched, Now We Huddle.”

Services: Digital strategy, copywriting, art direction, email strategy, message development & principal coaching, organizer training.

Some Press:

Vice "Watch scenes from Women's March protests across the globe"

Refinery29 "We Created These Postcards So You Can Write To Your Representatives— & Make Your Voice Heard"

Bustle "You Can Keep Making History Even Now That The Women's March Is Over"

USA Today "Women's March organizers form local chapters"

TechCrunch "Women’s March turns its site into a Meetup.com for the movement"

A presidential primary can feel like a grueling series of dates from hell. As the GOP candidates courted voters, we put together a campaign called GOPharmony, featuring a video, interactive website, and social content.

Visit: https://gop-harmony.com

Services: Creative strategy, campaign concepting, video script & production, digital strategy

Design: Meena Yi

Videographers: Eddie Geller & Rachel Velasquez

Press: 

Refinery29 "GOP-Harmony Helps Find Your "Perfect" Conservative Valentine"

Rawstory "WATCH: DNC trolls ‘out of touch with reality’ Republican voters with hilarious ‘gopHarmony’ dating site ad"

DailyKos "DNC's gop-harmony website - funny, pro-Dem site."

IfYouOnlyNews "Watch: DNC mocks Republican voters with hilarious GOPharmony ad"

TheFederalistPapers "SLIMY New Dem Ad Calls Republican Voters Ignorant Bigots"

I worked to develop a brand guide and style guide for the Democratic National Committee leading up to a presidential election, as well as a distinct, unbiased, and exciting branding series for the Democratic debates. In addition to managing the tone of voice for copy in the voices of our principals, I worked to translate that tone to the design look and feel that would unify our social properties, video, and in-person pieces. 

Services provided: Creative direction, brand development

Design & Style Leads: Meena Yi, Anna Bitskaya

Design: Eric Ziminsky, Kayla Bentley

We needed to tell one story about the GOP primary: Every time Republicans were in the news, it wasn’t for anything good. We told that story relentlessly through creative video content.

I worked to create, staff, and lead the first-ever Digital Video team at the Democratic National Committee, and served as the producer on videos for social, paid media, and broadcast. We produced more than 60 videos; here are some of my favorites.

Services: Digital strategy, art direction, copywriting, earned media strategy, production

Some Press: 

Washington Examiner "DNC mocks: Trump the GOPFATHER, 'a candidate they can't refuse'"

I Agree to See "Donald Trump Is Making Republicans ‘an Offer They Can’t Refuse’"

The Washington Post "PowerPost: The Daily 202"

Entertainment Weekly "Darth Vader, Voldemort, and 7 Other Pop Culture Comparisons to Donald Trump"

Politico Playbook "ASH WEDNESDAY edition"

NBC News Meet the Press "First Read’s Morning Clips: Trump Closes in on Polling Milestone"

I Agree to See "Democrats Piece Together How the GOP Created Trump"

The Hill "Dems: Trump's rise forcing GOP through 'stages of grief'"

RealClear Politics "DNC Ad Slams GOP Candidates In George W. Bush's Words: "Inciting Fear Isn't Presidential"

Politico Playbook "CRUZ cleverly works the press"

Breitbart "EXCLUSIVE: Republicans Slam DNC Ad Attacking Them for Using Term ‘Radical Islam’"

Democrats tell a lot of stories over email to achieve greater engagement between voters and the party, raise money, and build trust. I have written hundreds of emails for the DNC; here are some of my favorites.

My emails and testing strategies were responsible for millions of dollars in fundraising, as well as equal valuations in list growth and retention.

Services: Copywriting, art direction, email strategy, email production, training

Giving supporters ways to show their affiliation is an invaluable tool in telling the story of the Democratic Party, as well as a sustainable new donor strategy. I launched the DNC’s first-ever online store.

Services provided: Strategy; art direction; copywriting for website, merchandise, and promotional email, social media, ads, and print collateral

Some Press:

NPR "Hillary Whiskey Glasses? The Campaign Shops Are Open"

Los Angeles Times "From Rand flip-flops to Hillary bumper stickers, campaign swag piles up"

The Washington Times "GOP debate prompts Democratic Party to stage 38 official ‘watch parties’ in 17 states"

Political Wire "The GOP Debate Watch Party Pack"

The Hill "Dems selling ‘America is already great’ hat"

Time "Democrats Troll Donald Trump With ‘America is Already Great’ Hat"

Vox "Poll: more than 60 percent of Americans say the US is great"

Washington Examiner "Dems poke fun at Trump with 'America is already great' hats"