The Dignity Chair
I first met Freweini Mebrahtu, founder of Dignity Period and CNN Hero of the Year, in college. Years later, while working at an agency, I led a pro bono campaign with her team to expose a hidden crisis in Ethiopia: girls being pushed out of school due to menstrual stigma and shame
The Dignity Chair uses a familiar symbol to show what’s at stake. When a girl doesn’t have access to menstrual products or support, the chair she once sat in is left empty—too often leading to dropout. Through design and storytelling, we turned that empty seat into a call for dignity, education, and opportunity.
I created a microsite that translated the campaign concept into a clear digital journey, guiding supporters from understanding the issue to taking direct action through donation and advocacy.
I developed social media content and a short video to amplify Freweini’s mission and support her CNN Hero of the Year nomination.
Preview of campaign video
Cannes Lions Recognition
Slated Speaker—Cannes Lions International Festival of Creativity (2020)
I was set to speak alongside Freweini at Cannes Lions 2020, sharing how creative storytelling can dismantle period stigma and protect a girl’s right to learn. While the festival was canceled due to COVID-19, the work and advocacy gained global momentum.
