Strawberry Shortcake Luncheon

Challenge →
The Strawberry Shortcake Luncheon is an annual Medical Alumni Weekend event honoring outstanding physicians. In 2020, for the first time in 73 years, the event had to pivot to a fully virtual format due to the COVID-19 pandemic, requiring a new way to maintain tradition and engagement at a national scale.

Approach →
I developed a refreshed digital campaign that translated the in-person luncheon into an interactive virtual experience. This included designing social media assets, marketing materials, an infographic, and a motion graphic explainer video to guide participation. The concept encouraged attendees across the country to bake strawberry shortcakes at home and share their creations online in honor of healthcare professionals.

Outcome →
The virtual adaptation preserved a long-standing tradition while expanding participation nationwide, creating a shared moment of appreciation for healthcare workers during the pandemic and increasing digital engagement through social storytelling.