Talking to parents about teen emotions isn’t exactly light social content.

But for the CDC Injury Center, that was the job.

For World Emoji Day, we used a cast of expressive, emoji-inspired characters to make emotionally complex topics feel more approachabl and shareable. The goal was to deliver quick, empathetic guidance while keeping teh copy tight enough to stop the scroll.

As lead writer, I shaped the voice across the campaign, translating sensitive subject matter into simple, and supportive human moments.

The posts delivered:

• Nearly 100K impressions on Instagram

• 55K+ impressions and strong engagement on Facebook

• A 14.4% organic engagement rate on X

As it turns out, a little empathy (and a few well-placed emojis) can go a long way.