Latitude Food Allergy Care is an OIT (oral immunotherapy) clinic network founded by a food allergy parent. with a differentiation problem hiding in plain sight: the founder and team were part of the food allergy community themselves, but the brand wasn't leveraging that story.

The food allergy parent community, which is overwhelmingly mom-driven in terms of healthcare decisions. Our research confirmed a core insight: these parents reward feeling seen and taken seriously.

We built the campaign platform around a single idea: Food allergy care, from moms who've been there. Nine words that name the service, identify who's behind it, and explain why they're different. 

From there, we developed creative directions rooted in the "mom approved" positioning, giving  the brand different emotional registers across channels.

My role included campaign strategy and platform development, creative direction across all touchpoints, and copywriting across the full system of headlines and messaging.