Led creative on a platform that transformed DEI storytelling into a regional movement.

 

Gen Z and Millennials expect brands to do better for underrepresented groups—but too often, DEI work feels like performative ‘woke-washing.’ We built People Like Me to change that. More than a message, it’s a creative platform designed to spotlight URG communities through shared values and authentic storytelling—bridging empathy across audiences.

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For URGs: “This is what love looks like for People Like Me.”
For wider audiences: “Their values are just like mine—they are People Like Me.”

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This idea became the core of campaigns for Pride, World Mental Health Day, and the International Day of Persons with Disabilities. We created informative playlists that featured creator stories told through their own lens, in their own voice. Taking it further, we collaborated with communities, like disabled artists from Tab Space Studios, to spotlight their work and stories on our platform. To make sure the momentum keeps going, we built a People Like Me Playbook — enabling teams across the region to keep amplifying stories that matter.

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