SOMOS Campaign
Recognizing the People Behind the Mission
An internal recognition campaign that showcased core values through employee stories, building pride, unity, and a stronger organizational culture.
SOMOS was an internal campaign focused on employee recognition and organizational branding. Its purpose was to showcase the organization’s core values through the stories of employees who lived those values each day in service to clients.
Through a series of photographs and social media content, the campaign celebrated team members who demonstrated excellence in their roles while highlighting the impactful work being done across the organization. It reinforced pride, purpose, and unity among staff and positioned employees as the living embodiment of the mission.
As the Internal Communications Manager, I guided the creative direction and execution of the campaign, coordinated photography and videography sessions, developed messaging with the communications team, and collaborated with the Social Media Manager to share stories across platforms.
Through this initiative, I applied my skills in storytelling, brand communications, and employee engagement to create a campaign that elevated recognition and strengthened organizational culture.
Together We Made it Happen
Communications Team
- Chief of Communications
- Internal Communications Manager
- Brand & Project Manager
- Social Media Manager
- Graphic Design and Production Specialist
- Multimedia Specialist
- Copywriter
National Stakeholders
- Unaccompanied Children’s (UC) Program Division
- Youth and Family Services Division
- Workforce Division
- Legal
- Human Resources
- Employee and Community Engagement
Regional Stakeholders
- UC Programs
- YFS Programs
- Cameron County Workforce
Project Insights
I learned that leadership is about using creativity to elevate others. By guiding the campaign’s vision and ensuring every employee’s story was celebrated with authenticity, I saw how leadership can build pride, strengthen culture, and foster unity.
The biggest challenge was coordinating photography, videography, and messaging across multiple sites while keeping the campaign consistent. I overcame this by developing clear creative direction, partnering with regional stakeholders, and working closely with the Social Media Manager and copywriter to ensure alignment.
I applied my skills in storytelling, brand communications, and employee engagement. I also worked with photography, videography, and content development tools to capture authentic employee stories and coordinate distribution across platforms.
This project pushed me to highlight employees in a way that balanced recognition with organizational branding. It challenged me to ensure that each story felt personal and authentic while still aligning with the organization’s voice and values.
The campaign reinforced core values, celebrated employee excellence, and elevated recognition across the organization. It helped strengthen pride and unity among staff while positioning employees as the living embodiment of the mission.
I will carry forward the lesson that recognition campaigns must feel both authentic and strategic. This project taught me how to balance creative storytelling with brand alignment in order to design initiatives that inspire and engage employees.
I am most proud of supporting a campaign that celebrated employees in a meaningful way and made them feel valued. Seeing staff recognized for living the organization’s values was a powerful reminder of the impact of thoughtful storytelling.
Employees expressed gratitude for being recognized and stakeholders praised the campaign for reinforcing organizational culture. This feedback encouraged me to keep creating recognition initiatives that highlight individual contributions while strengthening collective identity.