The St. Jude Dream Home Giveaway is a nationally recognized fundraising campaign that supports the lifesaving mission of St. Jude Children's Research Hospital by helping ensure that families never receive a bill for treatment, travel, housing, or food. As part of the Jackson, Mississippi campaign, I helped develop and execute the creative marketing strategy from concept to completion, producing promotional content, on-air campaigns, and post-giveaway messaging that kept the community engaged throughout the four-month initiative.

The campaign concluded with a live televised drawing where the Dream Home winner and recipients of five additional sponsor-funded prizes—including custom jewelry, gas and grocery packages, and a $2,000 Visa gift card—were announced. Through strategic storytelling and cross-platform promotion, the campaign raised more than $1 million to support the mission of St. Jude while increasing community awareness and participation across Central Mississippi.

Following the 2024 Jackson St. Jude Dream Home Giveaway, I developed a series of promotional campaigns celebrating the grand prize winner while extending the excitement beyond the live drawing. These campaigns introduced viewers to the winning homeowner through featured news segments and highlighted the life-changing prizes made possible by generous community sponsors.

In addition to the custom-built home, the campaign showcased sponsored prizes including custom jewelry, gas and grocery packages, and a $2,000 Visa gift card. By combining promotional storytelling with community-focused content, the campaign celebrated the generosity of local sponsors while reinforcing the impact of supporting St. Jude Children's Research Hospital.

SPONSORED PARTNERS

Margaritas in May is an annual community engagement campaign that celebrates local restaurants and bars while encouraging audiences across Central and Southwest Mississippi to support local businesses. Throughout the month of May, viewers vote for their favorite margarita destination in a bracket-style competition, with participating establishments advancing through multiple rounds until one is crowned the champion.

Featured across WLBT's digital platforms and Studio 3 Lifestyle, the campaign combines on-air promotion, social media, and online voting to drive audience participation, increase digital engagement, and showcase the unique businesses that make Mississippi's local communities thrive. By blending entertainment with community involvement, the campaign creates an interactive experience that benefits viewers, local businesses, and the station alike.

The First Alert Weather Campaign is an ongoing brand initiative designed to educate viewers across Central and Southwest Mississippi about the WLBT First Alert Weather Team, its mission, and the innovative tools available to help communities prepare for severe weather. Built around the promise of providing timely, accurate weather information at the first sign of dangerous conditions, the campaign reinforces the importance of staying informed before, during, and after weather events.

Through a series of promotional campaigns and educational content, the initiative highlights the First Alert Weather app, 24/7 weather stream, SkyCam Network, and live digital updates while strengthening viewer trust and reinforcing WLBT's commitment to delivering reliable weather coverage across every platform.

FIRST ALERT WEATHER FALL IMAGE CAMPAIGN

This weather awareness campaign was designed to connect with viewers by telling relatable, everyday stories rather than relying on traditional promotional messaging. By featuring a young Black father spending quality time indoors with his son during a rainy day, the campaign highlighted a positive representation that is often underrepresented in advertising while naturally reinforcing the value of the WLBT First Alert Weather forecast.

The goal was to create a promotion that felt authentic, emotionally engaging, and memorable—showing how accurate weather information can help families make the most of their day, regardless of the forecast.

The WLBT 24/7 First Alert Weather Channel provides viewers with continuous access to trusted weather coverage across Mississippi. Available through the WLBT News app and popular streaming platforms, the channel delivers live weather updates, hour-by-hour forecasts, and breaking weather information from the First Alert Weather Team whenever and wherever viewers need it.

Designed to keep communities informed around the clock, the channel extends WLBT's commitment to accurate forecasting beyond traditional newscasts, providing reliable weather coverage 24 hours a day, 7 days a week across multiple digital platforms.

The WLBT First Alert Skycam Network provides viewers with live, real-time views of weather conditions across Central and Southwest Mississippi. Supported through partnerships with local sponsors, strategically placed Skycams deliver visual updates from multiple communities, giving audiences an immediate look at changing weather conditions as they happen.

Featured throughout WLBT newscasts and digital platforms, the Skycam Network enhances weather coverage by combining trusted forecasting with live visuals, helping viewers stay informed before, during, and after severe weather events.

PROOF OF PERFORMANCE

Proofs of Performance (P.O.P.s) are promotional weather segments designed to demonstrate the accuracy and reliability of WLBT's First Alert Weather Team before, during, and after severe weather events. By combining forecast footage, storm coverage, and behind-the-scenes preparation, these spots highlight the team's commitment to keeping Mississippi communities informed and prepared.

Each P.O.P. reinforces the value of WLBT's First Alert Weather tools, including the First Alert Weather app, while strengthening viewer confidence in the station's reputation as Mississippi's Most Trusted Station during severe weather.

FIGHT THE BLIGHT

Fight the Blight is an ongoing community initiative dedicated to raising awareness about the impact of blight across Jackson and surrounding Mississippi communities. Through in-depth storytelling, the campaign explores how abandoned and deteriorating properties affect neighborhoods, property values, public safety, economic development, homelessness, and overall quality of life.

The initiative features monthly in-depth stories alongside regular updates that highlight redevelopment efforts, community progress, and conversations surrounding one of Mississippi's most pressing challenges. By combining impactful storytelling with community engagement, Fight the Blight aims to educate, inspire action, and keep the conversation moving toward meaningful change.