Understood.org is the leading nonprofit empowering the 70 million people in the United States with learning and thinking differences. Dedicated to shaping the world for difference, they provide resources and support so people can thrive—in school, at work, and throughout life.

The stakes are real: 1 in 5 kids in the U.S. learn and think differently, yet 75% of parents say their child is unfairly judged because these challenges remain invisible.

This year, I served as Director of Integrated Marketing and led the go-to-market strategy for Through My Eyes — Understood's most ambitious launch. This first-of-its-kind immersive platform lets people step into the daily reality of kids with ADHD, dyslexia, and dyscalculia. Designed for parents and educators alike, it shifts perspectives and builds stronger allies around children.

We started with educators, launching in late summer as they were building new lesson plans and actively seeking resources. Through 20+ nationwide partnerships and custom toolkits, we positioned the platform as essential professional development, equipping teachers to create genuinely inclusive classrooms and unique solutions.

For parents, we orchestrated a coordinated back-to-school activation: satellite media tours, programmatic and gaming placements, influencer storytelling, and community engagement. We met families where they already were, helping them build stronger support networks around their children.

To unite both audiences, we created a multi-channel ecosystem spanning Reddit conversations and AMAs, paid social, influencer content, and gaming platforms where people could experience the simulation firsthand. From back-to-school through parent–teacher conferences and ADHD Awareness Month, every touchpoint reinforced our campaign and advocacy-driven call to action - See differently. Act differently.

Understood asked me to continue working with them to develop the strategy and pilot the GTM launch of their next major initiative to help women with ADHD boost their mood when they experience emotional dysregulation.