Overview
Sustainable Cayman is a non-profit environmental organization dedicated to protecting the Cayman Islands' natural resources through education and advocacy. Following the government's announcement of the proposed East-West Arterial Road Extension, the organization sought to educate the public about the project's potential environmental impacts while advocating for a less destructive alternative supported by environmental experts.
Case Study
Case Study
OVERVIEW
Sustainable Cayman is a non-profit environmental organization dedicated to protecting the Cayman Islands' natural resources through education and advocacy. Following the government's announcement of the proposed East-West Arterial Road Extension, the organization sought to educate the public about the project's potential environmental impacts while advocating for a less destructive alternative supported by environmental experts.
My ROLE
▸ Campaign concept
▸ Social media strategy
▸ Scriptwriting
▸ Video editing
▸ Graphic design
challenge
The campaign needed to make a technically complex environmental issue accessible while navigating political sensitivities and differing public opinions. The challenge was to simplify complex information, amplify community voices, and sustain engagement throughout the six-month campaign without overwhelming audiences or compromising credibility. This required a video-first approach that could make the issue accessible and encourage informed public discussion.
deliverables
▸ Content strategy & calendar
▸ Reels script
▸ 16-Part Reels series
▸ Supporting Reels captions
▸ Infographics for print
STRATEGY
CONTENT STRATEGY
My approach began with research into the proposed road extension, the environmental concerns surrounding it, and the wider political context. This helped me identify the key information audiences needed and shape the campaign around the most relevant messages.
Instead of presenting all the information at once, content was structured to build understanding over time. Early reels introduced the issue, while later content explored environmental impacts, government decision-making, and community perspectives. I also used interviews with tourism professionals, environmental leaders, and local residents to add a human perspective to the campaign, making the issues more relatable while strengthening the client’s credibility.
CREATIVE DIRECTION
Because much of the information was factual and discussion-heavy, my creative focus was on maintaining viewer attention. I combined interview clips with stock video, archival news footage, motion graphics, and animated subtitles to create necessary variations, while choosing music carefully to underscore the gravity of each topic. In some instances, original scripts with AI voice narration were used to maintain the campaign’s momentum without compromising engagement or clarity.
As the campaign developed, the content expanded to include green-screen updates featuring a well-known local figure. I edited the footage, sourced supporting B-roll, and shaped the segments into a news-style format that added variety while remaining consistent with the already established campaign identity.
impact & TAKEAWAY
The client’s Q4 social media performance, covering the second half of the campaign, showed significant growth across both platforms, with Instagram engagement increasing 148.9% and impressions increasing 77.9%. Facebook engagement increased 67.5%, while impressions grew 314.4%. This performance was largely attributed to the campaign.
▸
▸
▸
Selected campaign Reels were also promoted as paid content, with top-performing videos reaching 19K and 17K users respectively and generating 979 and 981 engagements.
Organic performance was also strong, generating over 30K views combined, and averaging approximately 2.4K views per Reel.
Supplementary infographic banner designed for print.
This project reinforced the importance of balancing research, storytelling, and visual communication when addressing complex public issues. It challenged me to think beyond content creation and instead focus on guiding audiences through a structured learning journey that built understanding before encouraging action. It also strengthened my ability to adapt creatively throughout production, finding engaging solutions when traditional footage or presenters were unavailable.