https://www.federicoroa.com/page daily 1.0 2022-02-15 https://www.federicoroa.com/fundamental-portfolio daily 0.75 2020-10-11 https://images.squarespace-cdn.com/content/v1/5f7b650191f9e24533454d1a/1602271962780-SEZK62TMLMUFME05YGHX/Wordmark-01.png Fundamental Portfolio https://images.squarespace-cdn.com/content/v1/5f7b650191f9e24533454d1a/1602271308473-J5YJ5DQ16DHMGGH2I05A/Fundamental+Intro+Image+%281%29.jpeg Fundamental Portfolio https://images.squarespace-cdn.com/content/v1/5f7b650191f9e24533454d1a/1602271602476-GU97NQQM3VOCH5K65ISA/Screen%2BShot%2B2020-10-09%2Bat%2B3.20.13%2BPM.jpg Fundamental Portfolio https://images.squarespace-cdn.com/content/v1/5f7b650191f9e24533454d1a/1602271385310-626HKVU4WF2CJD961C74/Screen+Shot+2020-10-09+at+3.20.38+PM.png Fundamental Portfolio https://images.squarespace-cdn.com/content/v1/5f7b650191f9e24533454d1a/1602271921877-1O8RASU2QXYC7D3BJTTG/Alchemist+kitchen+header.png Fundamental Portfolio https://images.squarespace-cdn.com/content/v1/5f7b650191f9e24533454d1a/1602272735071-JERN0HD600TXOVLTJG22/Facebook_Covers-11.jpg Fundamental Portfolio https://www.federicoroa.com/general-1 daily 0.75 2020-10-09 https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847902870-ZOUR0EX0L2QSQNRC1SP2/image-asset.jpeg General 1 - Make it stand out. It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847903067-57HDPDJ6TWU40QPAQLS4/image-asset.jpeg General 1 - Make it stand out. It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference. https://www.federicoroa.com/writing-sample-request daily 0.75 2020-10-13 https://images.squarespace-cdn.com/content/v1/5f7b650191f9e24533454d1a/1602612585379-E5OB26Y21GTH1X2R3YAB/WhatsApp+Image+2020-10-12+at+14.28.57.jpeg Writing Sample Request https://www.federicoroa.com/new-page daily 0.75 2020-10-09 https://images.squarespace-cdn.com/content/v1/5f7b650191f9e24533454d1a/1602277037595-FKY3XVWXKNDNWVRF5S3W/One+Pager1024_1.jpg Assemblage Portfolio https://images.squarespace-cdn.com/content/v1/5f7b650191f9e24533454d1a/1602277037620-QH9WVLGY3XKJ0XYC6EVL/TheAssemblageManifesto1024_1.jpg Assemblage Portfolio https://images.squarespace-cdn.com/content/v1/5f7b650191f9e24533454d1a/1602277148618-U4LTJAVFEBJNB5WVA1AB/Screen+Shot+2020-10-09+at+4.58.09+PM.png Assemblage Portfolio https://images.squarespace-cdn.com/content/v1/5f7b650191f9e24533454d1a/1602277149128-F0ZJQ22UMFI21G5TSFLT/Screen+Shot+2020-10-09+at+4.58.25+PM.png Assemblage Portfolio https://images.squarespace-cdn.com/content/v1/5f7b650191f9e24533454d1a/1602277148787-UY9518LIT2SUP5K7OLNJ/Screen+Shot+2020-10-09+at+4.58.41+PM.png Assemblage Portfolio https://images.squarespace-cdn.com/content/v1/5f7b650191f9e24533454d1a/1602277293293-7C6QOB6UNZ16P0M03SU1/Screen+Shot+2020-10-09+at+4.58.41+PM.png Assemblage Portfolio https://images.squarespace-cdn.com/content/v1/5f7b650191f9e24533454d1a/1602277295607-EHVXR8TH92WQBHAGNXBL/Screen+Shot+2020-10-09+at+5.00.59+PM.png Assemblage Portfolio https://images.squarespace-cdn.com/content/v1/5f7b650191f9e24533454d1a/1602277293827-VSCQ6960IZV039P91NRK/Screen+Shot+2020-10-09+at+5.01.16+PM.png Assemblage Portfolio https://www.federicoroa.com/ucr daily 0.75 2020-10-09 https://images.squarespace-cdn.com/content/v1/5f7b650191f9e24533454d1a/1602280538203-2BNON9KAQJ8MVEQKC9W2/GPTempDownload+%281%29.jpeg UCR https://images.squarespace-cdn.com/content/v1/5f7b650191f9e24533454d1a/1602280483997-FSU15LVMB6LJ3E3SM46C/IMG_5788.jpeg UCR https://images.squarespace-cdn.com/content/v1/5f7b650191f9e24533454d1a/1602280565356-PKW3GK79QVMDF40055LP/2920fdc8-765b-4985-bd89-f2129680f551.jpeg UCR https://images.squarespace-cdn.com/content/v1/5f7b650191f9e24533454d1a/1602280821331-KG1H6PL339N4689AE691/IMG_1454.jpeg UCR https://www.federicoroa.com/contact daily 0.75 2023-03-14 https://images.squarespace-cdn.com/content/v1/5f7b650191f9e24533454d1a/64840fc7-c396-48e3-80f1-0bbec353e90d/M+Cooper_230306_Federico+Roa_011.JPG Contact https://www.federicoroa.com/resume daily 0.75 2023-03-21 https://images.squarespace-cdn.com/content/v1/5f7b650191f9e24533454d1a/bad34024-58d4-4490-b426-f494d001e56e/M+Cooper_230306_Federico+Roa+%28B%26W%29_016.JPG Trajectory - About me I direct and develop creative ideation, communication strategies, process workflows and copywriting for social impact and responsibility initiatives. Before leading social media efforts for responsibility at YouTube, I crafted stories to support a range of initiatives from electing the first woman VP of Colombia, to restoring coral reefs, and crowdfunding psychedelic science as well as designing strategies for racial equity and thought leadership in the US and abroad. My communication strategies are supported by creative direction, strategic thinking, copywriting, design, PR, market research, social listening, and most importantly audience insights and storytelling. I have worked in-house, at agencies and as a consultant across various countries across sectors including art, social impact, mental health, politics, fashion, philanthropy, co-working, and crowdfunding. I am multicultural, fully bilingual in English and Spanish with a dash of French, and currently based in Brooklyn, New York when not traveling, or in the field. In addition to my communications work I am also a writer currently working on various creative multimedia projects. https://www.federicoroa.com/new-page-1 daily 0.75 2020-12-13 https://www.federicoroa.com/casestudies daily 0.75 2022-02-15 https://images.squarespace-cdn.com/content/v1/5f7b650191f9e24533454d1a/1602183415817-5FRVHWXVWPY7NIKZHGXI/IMG_4698.jpg col·lab·o·ra·tion https://images.squarespace-cdn.com/content/v1/5f7b650191f9e24533454d1a/1602183346344-SBDQ3TOHMKT795RAAGHV/IMG_9415.jpg col·lab·o·ra·tion https://images.squarespace-cdn.com/content/v1/5f7b650191f9e24533454d1a/1602183373436-IC44HN5AYM4RL8JIG38Y/FullSizeRender%2B%25281%2529.jpg col·lab·o·ra·tion https://www.federicoroa.com/casestudies/strategy monthly 0.5 2021-01-27 https://images.squarespace-cdn.com/content/v1/5f7b650191f9e24533454d1a/1602526263514-299HR3Y979CMK7317JRE/mujer_foto_campan%CC%83a.png col·lab·o·ra·tion - Strategies and Impact - Fighting for women’s reproductive rights in Honduras In 2009, Honduras became the only country in Latin America to ban emergency contraception disproportionately impacting the most vulnerable women and girls in the country. Ten years later, a grassroots campaign, Hablemos Lo Que Es (Let’s Call It What It Is) was launched to fight disinformation around the topic to educate and persuade Hondurans to get the facts and support women’s access to reproductive health. The task at hand was to encourage a healthy discussion around sexual health and contraception in the hopes that the already deeply conservative Honduran society would support the cause, based on facts, and pressure the government to overturn the legislation once and for all. Our team worked with partners on the ground to understand the nuance of the conversation in terms of the pervasive disinformation disseminated in the media and the government to develop a campaign that would reach a wide audience in the right way. I led the development of digital outreach campaigns focused on social media, first to build a community to share educational content and lead to action and later on to run an online petition campaign. Over the course of six months we built a movement gathering the support of young Hondurans all over the country. A community of over 3000 entered the conversation across social media channels voicing their opinions, debunking myths about contraception and inviting their networks to support the cause through branded and user generated content. Our partners lead rallies and marches across some of the largest cities in Honduras and hosted discussion panels and events that were live streamed through the campaign’s channels. As a hub for factual information about reproductive health, the campaign’s website also served to collect over 5,000 signatures demanding that the government overturn the legislation gathered through via social media campaigns and in the field. Today the community continues to grow and pressure their representatives for change. https://images.squarespace-cdn.com/content/v1/5f7b650191f9e24533454d1a/1601957893138-RGF0NRUFJH73RIDUV0TP/IMG_9358.jpeg col·lab·o·ra·tion - Strategies and Impact - Electing the first woman Vice President of Colombia Marta Lucia Ramirez announced her independent bid to the Colombian Presidency in 2017. In January of 2018 I traveled to Bogota to join her campaign as Coordinator of Communications to support the Director of Communications to develop and manage all communication efforts for an unprecedented primary election to nominate the Presidential nominee for the general election. After collecting over 1.5 million votes she came in second in the primary, confirming her position as the vice presidential nominee. Marta Lucia Ramirez is the current Vice President of Colombia and the first woman in Colombian history to hold the office. As coordinator I managed day to day communication efforts including supervising ad and media agencies as well as digital and press teams to ensure clear work processes for internal and external communications for the primary election. I also wrote, advised and translated campaign press releases, speeches, letters and internal communication in Spanish and English directed to various stakeholders including business leaders, donors, volunteers, staff and voters. As an active member of the communications committee, I served as liaison to the team at large to organize campaign events, deploy messaging, represent the campaign as needed and support the candidate in the campaign trail. https://images.squarespace-cdn.com/content/v1/5f7b650191f9e24533454d1a/1602429706417-XTH2TZ8HWJ6AFXIJ3DYS/Fundamental%2BIntro%2BImage.jpg col·lab·o·ra·tion - Strategies and Impact - Funding a mental health revolution Back in 2016, one in four Americans struggled with mental health, leading to over US$400 billion in lost earnings and health care costs each year not to mention the detrimental impact on quality of life to each and every one of them. Two thirds of those diagnosed were not likely to ever seek treatment Together with a small team we set out to create Fundamental, a pilot project that could fund a mental health revolution by crowdfunding scientific research. Donors, scientists, and the general public would be able to come together to back government-approved studies in the United States and around the world and help psychedelics be medicalized. The project was launched May 2017 collecting hundreds of donations and setting a new tone for the conversation around mental health and psychedelic research. https://www.federicoroa.com/casestudies/narrative monthly 0.5 2020-10-13 https://images.squarespace-cdn.com/content/v1/5f7b650191f9e24533454d1a/1602103780250-BWHFKF5JTW75NEVBFAJL/IMG_6173.jpeg col·lab·o·ra·tion - Stories and Narratives - Cultural nuance and social justice Understanding cultural nuance is the single most important skill we need as creatives in todays environment. As the US continues to experience a reckoning with its history through the BLM movement, the 2020 election and the pandemic, it is essential to consider our place as storytellers and creators moving forward. A key theme of my work since the beginning has been social impact though a wide range of topics including democratizing access to capital, environmental causes and most recently social issues. The world is facing an absolute crisis in leadership which continues to marginalize, oppress and silence people of color, the LGBTQ community and the underprivileged. As a creative, I choose to actively apply my skills, curiosity and energy to address this crisis. As a Latinx, US educated, immigrant I provide perspectives that emphasize diversity, inclusion and equity as I craft strategies and stories to keep moving forward. By applying the skills in my wheel house including core narrative expertise, copywriting, social media management and pitching, I strive to elevate the work to a place of understanding and belonging. Previous work directly related to this includes recreating the web content and design for Propel, a pioneering impact investment fund, formulating thought leadership through public relations and social media for Edgar Villanueva, a Native American Activist and author of Decolonizing Wealth as well as developing the narrative for a first of its kind community of donors of color moving funds and influence to the most pressing causes affecting people of color today in the US. *For more details about this work and strategies related to diversity and inclusion please make a request below. https://images.squarespace-cdn.com/content/v1/5f7b650191f9e24533454d1a/1602183373436-IC44HN5AYM4RL8JIG38Y/FullSizeRender%2B%25281%2529.jpg col·lab·o·ra·tion - Stories and Narratives - Words, voices and manifestos It seems as if everyone today believes themselves to be a storyteller- they may well be right. As a writer, I work closely with clients and friends who need to tell their story to find the words, define the right tone and cadence for their voice and finally develop a piece of writing that serves as the cornerstone of their story. From fashion brands advocating new visions and freedom of expression, to start ups hoping to change the world, or organizations redefining their missions and identities, my approach is bespoke, intimate and collaborative. We begin in the analog realm, with a conversation that helps define the landscape. From there I move forward with stakeholder interviews, research and inspiration to shape the story and present a set of visions. Later on with a vision that has been agreed upon I refine and wordsmith to distill the key messages and present the core narrative. No matter where you are in the process, I jump to take it further. The words take on many shapes, from web content, to branding or op-ed’s, blogs and articles. Together we find and execute the best presentation of the story at hand depending on the creative and logistical needs presented. This process lends itself well to collaboration with design, strategy, business development and other disciplines. To request a writing sample and learn more about the process please click below. https://www.federicoroa.com/casestudies/conceptdevelopment monthly 0.5 2021-01-27 https://images.squarespace-cdn.com/content/v1/5f7b650191f9e24533454d1a/1602429443341-V5Z5SLNRAJDAX0K8T8NR/8211bfad-d909-47d1-afec-49e14edc4130.jpeg col·lab·o·ra·tion - Concepts and Community - Restoring the Coral Reefs of the Bay Islands Climate change and ocean acidity have detrimentally impacted coral reefs around the world. These vital ecosystems are essential for the survival of marine life and have a direct impact on our own survival as well. Utila Coral Restoration is a conservation and research project which aims to restore the reefs around Utila, Honduras that focuses on restoration efforts for various coral species, community-wide education, and ongoing research on the reefs of the area. At the end of 2018, I provided consulting services to the founders of the Utila Coral Restoration to develop best communication practices and content assets to support their efforts to crowdfund and create awareness. I spent three months on the field living on the island working hand in hand with professional scuba divers and marine biologists to understand their work and provide guidelines to achieve further community buy in and external support via social media, core narrative exercises and crowdfunding advising. https://images.squarespace-cdn.com/content/v1/5f7b650191f9e24533454d1a/1602102046820-MC8GLS6PUFYU3UU669ZW/Helen-Assemblage-Image.jpg col·lab·o·ra·tion - Concepts and Community - A community for people who believe we are interconnected as one. In 2016, Rodrigo Niño set out to build a community of individuals who believe the world is on the verge of a collective conscious evolution anchored on the value of interconnectedness. I joined to help land the concept for a new co-working space in New York that would house this community. Together with an extraordinary team I wrote the initial manifesto, one pagers and marketing materials. The task was to create a space designed around the concept of biophilia that would make collaboration possible across all fields of human endeavor and develop new synergistic approaches across the community. Members would have access to co-working, co-living, social and event spaces, and natural habitats design to inspire, nurture and grow both individual and collective pursuits. As we researched and learned about the landscape we created The Future of Capital report in collaboration with PSFK to map the trends and ideas that are shaping the future of capitalism. The result was an step-by-step guide for businesses that were creating positive social change, while still catering to traditional financial motivations ergo, “doing well by doing good".” The Assemblage grew to become a vibrant community of change makers, professionals. wellness advocates and friends housed across three buildings in Manhattan. https://www.federicoroa.com/writing-samples daily 0.75 2020-10-12 https://www.federicoroa.com/writing-samples/project-six-j89rx monthly 0.5 2020-05-20 https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847421455-8JW2CPL3ZB56F2Z8ACLN/20140301_Trade-151_0124-copy.jpg Writing Samples - Project Six https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847422112-G7ETRT5C07KF9PHFAV96/20140301_Trade-151_0124-copy.jpg Writing Samples - Project Six https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847420762-AGPM8HHB51L8F01AAZN7/20140301_Trade-151_0124-copy.jpg Writing Samples - Project Six https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847420322-U8QPDYBOD6HXYRSL8QW0/20140301_Trade-151_0124-copy.jpg Writing Samples - Project Six https://www.federicoroa.com/writing-samples/project-five-dcx6h monthly 0.5 2020-10-12 https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847419260-TLMPOGZEKRIR09EDXNAA/20140301_Trade-151_0124-copy.jpg Writing Samples - Branding and Tone of Voice https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847419968-YLRD4TYV9QU8K9LW04SP/20140301_Trade-151_0124-copy.jpg Writing Samples - Branding and Tone of Voice https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847418911-D6BSPWP8P3O9YAF5R3SO/20140301_Trade-151_0124-copy.jpg Writing Samples - Branding and Tone of Voice https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847418431-66X2HHF6ZNWKOC9VHLZI/20140301_Trade-151_0124-copy.jpg Writing Samples - Branding and Tone of Voice https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847417789-TGDSX064I3PZELTJI8Q1/20140301_Trade-151_0124-copy.jpg Writing Samples - Branding and Tone of Voice https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847417384-6R65UAAJW6EW4KUCUT6U/20140301_Trade-151_0124-copy.jpg Writing Samples - Branding and Tone of Voice https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847416982-R2067X6OPKY3MG304FSJ/20140301_Trade-151_0124-copy.jpg Writing Samples - Branding and Tone of Voice https://www.federicoroa.com/writing-samples/project-four-n9jyh monthly 0.5 2020-10-12 https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847905386-9EM9GLHE12726EXM68S4/image-asset.jpeg Writing Samples - Op-eds and Articles - Make it stand out. It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847906050-Q37PFW075QZ6YU9179YP/image-asset.jpeg Writing Samples - Op-eds and Articles - Make it stand out. It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847907929-YZFF0BD112Q9PF2G1BK6/image-asset.jpeg Writing Samples - Op-eds and Articles - Make it stand out. It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference. https://www.federicoroa.com/writing-samples/project-one-dnx7g monthly 0.5 2020-10-12 https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847404387-JU309UFEWQ1YR946FJVD/20140301_Trade-151_0124-copy.jpg Writing Samples - Mental Health and Wellbeing https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847403763-CNHK66ERZAP3FARA51ND/20140301_Trade-151_0124-copy.jpg Writing Samples - Mental Health and Wellbeing https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847403305-VJDKJA1VO786FIOO83WE/20140301_Trade-151_0124-copy.jpg Writing Samples - Mental Health and Wellbeing https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847402884-2RBITFZTNVLDS1AJEKXW/20140301_Trade-151_0124-copy.jpg Writing Samples - Mental Health and Wellbeing https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847402453-A0LKCHP0YA7NLI2E0WJA/20140301_Trade-151_0124-copy.jpg Writing Samples - Mental Health and Wellbeing https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847402040-WALQWA4IM1JBBHBJZ731/20140301_Trade-151_0124-copy.jpg Writing Samples - Mental Health and Wellbeing https://www.federicoroa.com/writing-samples/project-three-5h5bj monthly 0.5 2020-10-12 https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847411947-BSOTI2122B2HLPAP3XSL/20140301_Trade-151_0124-copy.jpg Writing Samples - Lifestyle and Fashion https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847412609-54WSVSAFRMKZEQTXDKB9/20140301_Trade-151_0124-copy.jpg Writing Samples - Lifestyle and Fashion https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847411502-9D27YNIMALNIHZYQ1CMG/20140301_Trade-151_0124-copy.jpg Writing Samples - Lifestyle and Fashion https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847410901-NW4BE1NIG86WQS26D48L/20140301_Trade-151_0124-copy.jpg Writing Samples - Lifestyle and Fashion https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847410514-YTA75TP5M5NY1DD11BB2/20140301_Trade-151_0124-copy.jpg Writing Samples - Lifestyle and Fashion https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847409407-NH9B3VB0PQWBG5LZEU5P/20140301_Trade-151_0124-copy.jpg Writing Samples - Lifestyle and Fashion https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847408362-3VSTKTYIWN0INM638YVD/20140301_Trade-151_0124-copy.jpg Writing Samples - Lifestyle and Fashion