Hulu

The Handmaid’s Tale debuted on Hulu at the height of an international women’s movement. As the second season neared its premiere, Hulu wanted to tap into the cultural zeitgeist to grow its audience of evangelists.

I partnered with Hulu to adopt an inclusive and punk mindset, tapping into the feminist experiences and linking to timely parallels in the show’s plot. I planned social, digital, and experiential activations to support the “Resist/Sister” movement at both the season premiere and SXSW. The campaign fueled incredible ongoing interest for the series, driving multiscreen streaming viewership and raising consideration among social justice advocates. The creative platform is used today to promote new seasons of the series and is used organically as part of reproductive-rights protests across the United States.