Assignment: Develop an earned media campaign idea to promote Abreva

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Solution: Being asked for an idea that brings attention to something people are trying to conceal was all the inspiration I needed for the diamond lips campaign. With Verstolo Fine Jewelry, we created a wearable 16-carat lip piece with 197 lab-grown diamonds with a ruby symbolizing the sore to not only destigmatize the condition but flaunt it. The accessory and 25 silver lip necklace versions were up for grabs via social media sweepstakes.