Colorful light bulb with swirling paint effect against blue background.

Operation Collaboration

challenge

the agency needed a creative comeback

In 2023, I joined Weber Shandwick Detroit as Executive Creative Director with a clear mission: push the work, mentor the team, and reignite big ideas. Leadership challenged me to elevate creative across the agency while breaking down silos and strengthening cross-department collaboration.

solution

reinvent the creative operating model

From day one, I saw that the traditional agency process wasn’t just slowing creative flow—it was limiting diverse, real-time collaboration. To unlock bigger, braver ideas, I needed to reimagine the ideation process from the ground up, replacing rigid workflows with a more dynamic, inclusive approach.

results at a glance

a reinvigorated agency culture

  • Accomplishment 1 (details)

  • Accomplishment 2 (details)

  • Accomplishment 3 (details)

  • Accomplishment 4 (details)

  • Accomplishment 5 (details)

how it came to life

my foundational belief in collective creativity

we are all creative

We started by commissioning a Harris Interactive study, The Generation Know Report, to uncover the attitudes and behaviors of young women regarding their vaginal health. The results became the foundation for media outreach, sparking nationwide conversation.

  • 57% of girls say most women their age are misinformed about vaginal health.

  • 51% of girls say it’s hard to seperate myths from facts when it comes to vaginal health.

  • 3 in 5 girls say they didn’t learn enough about vaginal health in school.

  • Nearly 7 in 10 girls agree that saying the word “vagina” is looked down upon by society.

  • 63% of girls don’t know how to start a conversation about vaginal health.

  • 54% of girls say they feel empowered to make a difference in the way the next generation talks about vaginal health.

orchestrating a movement

the “zelley chart”

To align all stakeholders across agencies and client teams, I developed a campaign visualization (which became known as “The Zelley Chart”), mapping every activation against the consumer’s psychographic journey. This framework ensured every touchpoint—from influencer videos and in-store activations to digital challenges and PR—worked in sync to shift perceptions and drive action.

Circular flowchart illustrating marketing strategies with sections labeled "Awareness," "Enlighten," and "Galvanize," surrounding central stages "Confused," "Curious," and "Confident." Arrows link activities such as TV/OLV, Site, Social, and E-commerce towards the center stages.
Collage of colorful string bracelets with silver charms featuring the word "know," part of a campaign by Kotex with promotional card.

“I Know” bracelet

a symbol of change

A free “I Know” bracelet was a central statement piece for the campaign. It became a powerful emblem of empowerment and knowledge among young women. We distributed over 438,000 bracelets as a wearable pledge to the next generation of girls breaking the silence and spreading knowledge.

awareness through parterships

igniting the movement

A group of young women wearing purple "Get With Generation Know" shirts standing with a woman holding a microphone at a "girls for a change" event. They are raising their fists in the air with a colorful backdrop featuring various campaign logos.

Celebrities like Khloé Kardashian & Keke Palmer helped amplified the message across earned, owned, and social media.

A partnership with Girls for a Change—an organization empowering girls and young women to implement social change projects—helped kickstart the movement.

Two women sitting and smiling while holding microphones in a classroom setting with a U by Kotex poster and a whiteboard in the background.

influencer-led projects

4 girls. 4 ways to make real change.

In 2023, I joined Weber Shandwick Detroit as Executive Creative Director with a clear mission: push the work, mentor the team, and reignite big ideas. Leadership challenged me to elevate creative across the agency while breaking down silos and strengthening cross-department collaboration.

A person posing with fists raised, outlined in a graphic style. Text overlays read "Kat, the badass blogger." The person wears a patterned scarf and a patterned shirt against a purple background.

Break the Silence

Society has built an ironclad culture of silence around the topic of vaginas and vaginal wellness. Kat Lazo wants you to break through the silence and start talking.

Smiling person with short hair next to the text: "Hillary-Anne The Myth Buster," against a purple background.

Bust a Myth

There are more myths about vaginas and periods than there are about unicorns. Hillary-Anne Crosby is tearing them down, uncovering the truth and sharing the facts—and you can too.

Smiling woman with text overlay reading "Aline: The Girl Activist."

Change the Message

Women face so many messages that spread confusion and insecurity. Join Aline Sobomana in writing a positive “Dear Little Sister” message to change this for the next generation.

Woman smiling with "Amber the Sexpert" text overlay.

Spread the Word

Most of us got The Talk, but there’s more to being a girl than pads and tampons. We need to know ALL the facts, so let’s spread the word. Join Amber Madison and let’s make a difference.

take action

GenerationKnow.com

Laptop displaying a Generation Know webpage by Kotex, focused on women's health and empowerment. The screen shows sections like "Let's Do This," "Break the Silence," and "Bust a Myth." A magazine and a cup are nearby.

GenerationKnow.com was an interactive education hub where young women could get expert answers from our U by Kotex “Real Answers” panel, join the mission by participating in our projects and create and share their own content to drive the conversation forward.

A promotional infographic for "U by Kotex" featuring their initiative "Generation Know." The image highlights misinformation about vaginal health and invites participation in their mission. Sections include: Get the Bracelet, Get the Facts, Pick a Project, See the Products, and a sweepstakes offer. Features photos of young women and colorful graphics.

retail & digital integration

advocacy at the point of purchase

Promotional display and mobile app screens for "U by Kotex" campaign featuring a bracelet offer, educational content, and participation options via QR code scan.

To seamlessly connect the in-store and digital experience, we launched special edition packs with QR codes leading to exclusive Generation Know content. In-store displays featured campaign messaging, and a shopper activation encouraged young women to take action, driving both engagement and retail conversion.

campaign impact

Generation Know wasn’t just a campaign—it became a cultural shift. By putting the power of education in the hands of real young women, we transformed U by Kotex into an unapologetic force for change—earning a Gold Effie, inspiring millions, and creating the first generation truly educated about their bodies.