806 LIVE: Ronald McDonald House Charities of the Southwest Campaign
Creative Director — 806 Live Fundraising Event
As part of NorthStar Entertainment, an advertising campaign team at Texas Tech University, we partnered with Two Docs Brewing Co. to develop a campaign and event aimed at raising funds and awareness for Ronald McDonald House Charities of the Southwest.
Through audience research and a SWOT analysis, our team identified a key challenge: while the organization provides critical support for families with hospitalized children, awareness of RMHC’s services was relatively low among the Lubbock community and Texas Tech students. The organization’s current donor base primarily consisted of women around age 40 whose children had already left home. Our strategy focused on expanding that audience by engaging younger donors — particularly Gen Z students, including those involved in sororities and nursing programs — who may have a stronger connection to the organization’s mission.
To activate this audience, we created 806 Live, a community-focused fundraising event designed to bring students and local residents together for a day of entertainment and philanthropy. The event featured food trucks, live music, vendors, raffles, a silent auction, games, a game-day watch party, face painting, cornhole, tie-dye activities, pup cups for dogs, and a Lotería competition, creating an approachable and high-energy environment that encouraged participation and giving.
As Creative Director, I led the vision and execution of the campaign and event — overseeing brand messaging, promotional strategy, and the development of creative assets across print, social media, radio, press outreach, and digital marketing to drive attendance and engagement.
Campaign Impact
$2,500 raised for Ronald McDonald House Charities of the Southwest
Increased awareness among the Texas Tech student community about the organization’s mission and services
