Environmental Defense Fund Global Clean Air
Communication Internship
Instagram Launch Campaign
Digital Campaign Building & Expansion
Project Summary
In response to the Environmental Defense Fund’s (EDF) interest in expanding its Global Clean Air (GCA) communications beyond Twitter/X, I spearheaded the development and implementation of a comprehensive Instagram launch campaign. This initiative aimed to reach a younger, more engaged Gen Z audience and establish a vibrant, educational social media presence focused on air pollution and public health.
Objective: Establish a consistent, engaging presence on Instagram to promote EDF’s Global Clean Air efforts and connect with new digital audiences.
Role:
Campaign Manager,
Social Media Lead
Focus:
Project Management, Content Creation, Social Media Expansion
Tools Used:
Canva Pro, Instagram Business Tools, MOCHA, Google Suite
Key Campaign Goals
Attract 18–34-year-old users interested in clean air, climate, and health issues.
Create a consistent posting schedule of 3–5 times per week.
Publish 2 Instagram Reels weekly using trending sounds, memes, or content formats.
Gain 200–300 followers in the first few months post-launch.
Reach a minimum engagement rate of 3%.
Project Management & Deliverables
I developed a complete digital infrastructure to ensure campaign consistency, collaborative engagement, and long-term sustainability:
MOCHA Framework – clarified team roles for content creation and approval
Manager, Owner, Consulted, Helper, Approver
Monthly Instagram Calendar – planned content themes, post cadence, and visual templates
Reels & Post Planning Sheets – tracked concept development and trends
Custom CanvaPro Templates – for stories, infographics, and carousel posts
Transition Document for Future Interns – including brand voice, templates, and SOPs
Campaign Impact
Developed & promoted a Modeling Call Form to recruit student models
Scheduled & directed monthly campus-wide photo shoots
Created & managed a multi-use content bank for Instagram, in-store ads, and marketing materials
Launched a visual and editorial rebrand using a series of themed campaigns focused on identity, community, and school pride.
Maintained and refined a content pipeline for future merchandise drops and seasonal promotions.
Featured Campaign Series:
Art x Pollution – merging historic art pieces through a modern environmental lens
GlobalLUNG News – breaking down environmental news updates and data into digestible posts
Environmental Memes – inspired by EDF subsidiary @EDFActionClimate’s success using viral formats, utilizes trending memes, audios, and content but with an environmental twist
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GlobalLung News
🌍 GlobaLUNG News: 1 in 4 New York State residents lives near a megawarehouse🌍
📰 What's New: A new report released by @environmental_defense_fund and ElectrifyNY traces the growth of mega-warehouses – and their health impacts – in communities across New York State, driven in-part by the e-commerce boom. It finds 1 in 4 New York State residents now lives within half a mile of a warehouse of at least 50,000 square feet, with low-income communities and communities of color bearing a disproportionate burden. That puts them at a greater risk for health issues like childhood asthma, preterm birth, low birth weight, dementia, heart disease and stroke. -
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Welcome to Global Clean Air
🌍 Reintroducing EDF's Global Clean Air Instagram account! 🌬️
Welcome back to our new Global Clean Air Insta, where we're on a mission to help 1 billion people breathe cleaner air by 2030! 🍃
🚀 9 in 10 people around the world now breathe unehalthy air, with big consequences for our health and the climate. The good news is air quality is a very solvable problem! We're using the latest science and policy tools to help leaders better track air pollution and build targeted, high-impact solutions. -
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EDF Science Report
🏭 Join us next Wednesday, April 24th for the unveiling of an EDF report delving into the rise of warehouses and their health effects in IL.
The event will also highlight the Warehouse Pollution Insights Act, a proposed piece of state-level legislation that would help bring more transparency around warehouses in Illinois. -
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Did you know? Meme
📢 Did you know? Not only does methane have more than 80 times the warming power of CO2 in the first 20 years after its release, it also poses big threats to our health. That's why @environmental_defense_fund is launching a satellite that will track methane like never before.
🔍 Check out the link in our bio to learn more about the health impacts of methane and #MethaneSAT! -
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Art x Pollution: Claude Monet
Air pollution doesn’t just affect our health—it shapes how we see and interact with the world around us.
In this next reel in our air pollution and art series, we look at the early Impressionist era as another clear example of this. In his movement-defining piece, Impression, Sunrise, Claude Monet depicts a landscape transformed by a new industrial era.
Air pollution hotspots have shifted since Monet’s time, but its global health impacts have only grown. That’s why EDF is working to secure cleaner air for 1 billion people in this decade — follow @EDFCleanAir to learn more!
