Kimberly-Clark’s Heroes in Prevention was an integrated education and awareness initiative focused on infection prevention, staff engagement, and patient safety. The program aimed to empower both caregivers and patients with the tools, products, and information needed to support better health outcomes – especially for the elder care community.
At its core, the campaign combined advanced hygiene technology with real-time data monitoring and frontline staff education to drive continuous improvement in care environments. Supporting Kimberly-Clark’s broader mission of enhancing the well-being of healthcare professionals and their patients, the program featured both content-driven and experiential components to foster learning and advocacy.
Key Campaign Elements:
- A branded digital experience to support elder caregivers, including an early-stage development app
- U.S. video production featuring Dr. Bill H. Thomas, a renowned geriatrician and thought leader in elder care
- Development of a dedicated YouTube channel featuring original educational content.
- Eldercare staff and patient contests to drive engagement and awareness at a grassroots level.
Project Management Responsibilities:
- Brand & Creative Development:
- Led oversight of brand development and creative sourcing, coordinating with internal creative teams and external agencies to ensure consistent brand messaging and visual identity across all campaign touchpoints
- Digital Platform & App Development:
- Managed app development resources and timelines, coordinating with development teams, UX/UI designers, and QA testers to deliver early-stage elder caregiver support application
- Established project milestones, tracked progress against deliverables, and managed stakeholder expectations throughout development cycle
- Video Production Management – Dr. Bill Thomas Corporate Video:
- Pre-Production Planning & Logistics: Led comprehensive pre-production planning for U.S.-based video shoot including:
- Travel logistics coordination for production crew traveling from Canada to U.S.
- Accommodations booking and itinerary management for all personnel
- Shooting schedule development
- Vendor Coordination & Procurement: Managed vendor selection and coordination including:
- Toronto production team & support services
- Lighting + equipment suppliers
- Transportation and logistics providers
- On-Set Production Management: Oversaw on-location production activities including crew coordination, schedule adherence, quality control, and client liaison throughout shoot days
YouTube Channel Development & Content Production:
- Channel Strategy & Setup: Led development and launch of dedicated YouTube channel including:
- Channel branding, artwork, and description optimization
- Content strategy and programming calendar development
- SEO optimization and keyword strategy for discoverability
- Channel settings, privacy controls, and compliance configuration
- Talent Procurement & Management: Sourced and managed on-camera talent for educational content including:
- Casting process and talent evaluation
- Contract negotiation and rights management
- Scheduling and availability coordination
- Direction and performance review
- Video Production Resource Management: Procured and coordinated video editor capabilities including:
- Editor selection and contracting (internal and external resources)
- Establishing editing workflows and asset management protocols
- Review and approval cycles with stakeholders
- Final delivery specifications and format requirements
- Hardware & Equipment Management: Managed camera and AV equipment rentals including:
- Equipment specification and technical requirements definition
- Rental vendor selection and contract negotiation
- Equipment pickup, delivery, and return logistics
- Insurance and damage waiver coordination
- Technical support and troubleshooting during production
- Cross-Border Logistics & Customs Clearance: Managed complex international logistics for equipment transport:
- Camera and AV equipment rental companies
- Coordinated U.S. customs clearance procedures for media and AV hardware being sent from Canada to elder care facilities in the U.S.
- Prepared and managed customs documentation, including carnets and temporary import permits
- Ensured compliance with cross-border shipping regulations and equipment insurance requirements
- Tracked equipment shipments and coordinated delivery timing with production schedule
- Training Documentation Development: Created comprehensive instructional documentation for elder care facility staff including:
- Camera operations guides with step-by-step instructions
- Best practices for filming clips in elder care environments
- Lighting and audio capture recommendations
- Framing and composition guidelines for non-professional videographers
- Troubleshooting guides and FAQs
- Video upload and submission procedures
- Content Distribution Strategy: Managed content publishing schedule, thumbnail creation, video descriptions, tagging strategy, and engagement monitoring across the YouTube platform
- Resource Planning & Scheduling: Developed detailed resource plans, managed availability calendars, coordinated schedules across multiple time zones, and ensured adequate coverage throughout production and post-production phases
Full-Cycle Project Execution:
- Project Planning & Initiation: Developed comprehensive project plans including scope definition, deliverable specifications, timeline development, resource allocation, and risk identification and mitigation strategies
- Budget Management: Created and managed project budget encompassing all production costs, travel expenses, equipment rentals, talent fees, post-production services, and contingency planning. Tracked expenses against budget and managed vendor invoicing and payments.
- Schedule Management: Established project timeline with critical milestones and dependencies. Managed production calendar, coordinated across multiple workstreams, and adjusted schedules as needed to accommodate changes while maintaining delivery commitments.
- Stakeholder Communication: Maintained regular communication cadence with stakeholders including status reports, progress updates, risk identification, and decision-point escalation. Facilitated review meetings and ensured alignment across all parties.
- Quality Assurance: Implemented quality control processes throughout production and post-production to ensure all deliverables met brand standards, technical specifications, and client expectations.
- Risk Management: Identified potential risks throughout project lifecycle, developed mitigation strategies, and managed contingency plans for production delays, equipment failures, or other challenges.
Project Closure & Documentation:
- Conducted final project close-out including comprehensive documentation of all deliverables, processes, and outcomes
- Prepared final project report with budget reconciliation, timeline analysis, and performance metrics
- Facilitated cross-functional review and lessons learned session with stakeholders
- Archived all project materials, contracts, and deliverables for future reference
- Ensured proper handoff of ongoing channel management responsibilities