Essence Festival of Culture

The Essence Festival of Culture is an annual one-of-a-kind celebration of Black culture, held every summer in New Orleans. This year, however, Essence Fest moved from the bustling streets of NOLA to a virtual experience celebrating the power and accomplishments of the Black community. Can't-miss content meant to drive traffic and engagement include daytime interactive sessions with trailblazing leaders and evening star-studded concerts along with thoughtfully curated panels, workshops, and activities to uplift and inspire the community.

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As part of its ongoing Empowerment to Health Equity initiative, Johnson & Johnson partnered with Essence to create a hub dedicated to empowering African-American women with tools and resources that address their unique needs in health & wellbeing by amplifying prominent Black female voices in health, medicine, R&D, beauty and culture across J&J's family of consumer brands including Aveeno, Neutrogena, and Tylenol. 

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As a creative and the copywriter for this Essence hub, I was tasked with ideating concepts based on the specific focus of each consumer brand and writing all hub copy in a single cohesive voice across all brands that spoke directly to the Essence audience in an authentic, engaging tone that resonated with strong, empowered Black women.