Cecilia Anderson

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<channel>
	<title>Cecilia Anderson</title>
	<link>https://whoiscecilia.com</link>
	<description>Cecilia Anderson</description>
	<pubDate>Tue, 24 Feb 2026 15:46:23 +0000</pubDate>
	<generator>https://whoiscecilia.com</generator>
	<language>en</language>
	
		
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		<title>Homepage</title>
				
		<link>https://whoiscecilia.com/Homepage</link>

		<pubDate>Thu, 26 Oct 2023 01:00:29 +0000</pubDate>

		<dc:creator>Cecilia Anderson</dc:creator>

		<guid isPermaLink="true">https://whoiscecilia.com/Homepage</guid>

		<description>
	

Hi! I’m Cecilia, a copywriter and content designer.
I’ve kept my website nice and tidy for you.* Above you’ll find links to some of my favorite projects. 
And, should you have any questions, comments, an offer, videos of frolicking baby goats, you can find my contact page with my email, right up there as well.
*Okay!! It’s a bit plain!! Or is it simple... clear... like my approach to my work...
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		<title>PBS Screening Guidelines</title>
				
		<link>https://whoiscecilia.com/PBS-Screening-Guidelines</link>

		<pubDate>Wed, 12 Jun 2024 17:30:26 +0000</pubDate>

		<dc:creator>Cecilia Anderson</dc:creator>

		<guid isPermaLink="true">https://whoiscecilia.com/PBS-Screening-Guidelines</guid>

		<description>
	Viewings Brought to Life

Screening guides for PBS SoCalPBS has an events resourse library which makes it easier for educators, librarians, and community groups to host film screenings of PBS documentaries (link to press release).

I authored many of the official screening guides for several PBS series, including&#38;nbsp;LOST LA, Roots of Comedy, Artbound and Earth Focus. Each guide expands upon the documentary with riveting discussion questions, fun activities, and multimedia resources, meant to spark curiosity and create a more interactive experience for viewers.
I worked within the PBS house style, which requires the writing to be politically neutral, even when approaching political topics, such as environmental conservation or LA city planning, as well as accessible, for audiences of all backgrounds and ages, from 9 to 90.&#38;nbsp;

Client: PBS SoCal
Work: Screening Guidelines
Location: Los Angeles
Date: 2023-2024

	
&#60;img width="1078" height="1394" width_o="1078" height_o="1394" data-src="https://freight.cargo.site/t/original/i/8d33dd031b33ebc38d4545dde9d9c191a19211dd16e62198632f60ae37d478ec/Screen-Shot-2024-06-12-at-12.50.27-PM.png" data-mid="212794833" border="0"  src="https://freight.cargo.site/w/1000/i/8d33dd031b33ebc38d4545dde9d9c191a19211dd16e62198632f60ae37d478ec/Screen-Shot-2024-06-12-at-12.50.27-PM.png" /&#62;


Writing Samples

︎︎︎


	The Events Resources Library
PBS SoCal
	
	&#60;img width="1494" height="1418" width_o="1494" height_o="1418" data-src="https://freight.cargo.site/t/original/i/e5ca4eda784c720f73aaf3b36421e0c7672de16b16837f146242854afb927bba/Screen-Shot-2024-06-12-at-12.50.54-PM.png" data-mid="212794834" border="0"  src="https://freight.cargo.site/w/1000/i/e5ca4eda784c720f73aaf3b36421e0c7672de16b16837f146242854afb927bba/Screen-Shot-2024-06-12-at-12.50.54-PM.png" /&#62;


	LOST LA 
Episode Background, Page 2Writing Sample, Cecilia Anderson


View the full&#38;nbsp;LOST LA Hiking Trailblazers Screening Guide:

Link to .pdf
	
	&#60;img width="1220" height="1582" width_o="1220" height_o="1582" data-src="https://freight.cargo.site/t/original/i/6384a18d8be7273da4f0cdaa5ff70f19a419b5ed42d7cb8a411289ba16945af6/Screen-Shot-2024-06-12-at-1.07.43-PM.png" data-mid="212795359" border="0"  src="https://freight.cargo.site/w/1000/i/6384a18d8be7273da4f0cdaa5ff70f19a419b5ed42d7cb8a411289ba16945af6/Screen-Shot-2024-06-12-at-1.07.43-PM.png" /&#62;


	Roots of Comedy&#38;nbsp;Screening Guide Group ActivityWriting Sample, Cecilia Anderson
	
	&#60;img width="1214" height="1442" width_o="1214" height_o="1442" data-src="https://freight.cargo.site/t/original/i/d7bb5250aaacc8d50f149d6c8fd12dc1c94d35cf10deb3fae205dcedea477eb1/Screen-Shot-2024-06-13-at-4.24.49-PM.png" data-mid="212873592" border="0"  src="https://freight.cargo.site/w/1000/i/d7bb5250aaacc8d50f149d6c8fd12dc1c94d35cf10deb3fae205dcedea477eb1/Screen-Shot-2024-06-13-at-4.24.49-PM.png" /&#62;
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		<title>OTS Branding Package</title>
				
		<link>https://whoiscecilia.com/OTS-Branding-Package</link>

		<pubDate>Thu, 26 Oct 2023 01:00:27 +0000</pubDate>

		<dc:creator>Cecilia Anderson</dc:creator>

		<guid isPermaLink="true">https://whoiscecilia.com/OTS-Branding-Package</guid>

		<description>
	Elegance in Every Detail

Brand identity, ad copy and social media for OTS Motors&#38;nbsp;

OTS Motors is a newly launched luxury automobile broker-ship. I was inspired by the charm of vintage print car ads and channeled that sensibility through sharp copy and elegant design. 

Since launching the brand this year, OTS Motors has reached revenue in the multi-millions. Playing a role in their success has been a rewarding experience.

Client: OTS Motors
Work: Branding and CopywritingDesign Partner: Cole Thorpe
Location: San Francisco


&#60;img width="1894" height="2448" width_o="1894" height_o="2448" data-src="https://freight.cargo.site/t/original/i/80657f114e193b6286ce704714a23a386b1ef7c2ae65ad83c1402697ee3817f3/8.png" data-mid="194977630" border="0"  src="https://freight.cargo.site/w/1000/i/80657f114e193b6286ce704714a23a386b1ef7c2ae65ad83c1402697ee3817f3/8.png" /&#62;
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A Look into 
the Process
︎︎︎


	Brand identity, ad copy and social media for OTS Motors. 
	
	We started by gathering requirements from the OTS Motors team with short surveys and interviews. 
We asked questions like, “If you could get any celebrity to endorse OTS, who would it be? Why?” (They answered: “Ralph Lauren. Effortless taste, pretty timeless and unfussy,” btw.)
Once we had an understanding of their vision, we developed three creative directions complete with mock type, logos, copy, design treatment. Our concepts were:
1) Clean Classic2) Bold Luxury3) Industrial Sport Future
In lieu of sharing that massive document, here is the highlight reel:


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	We presented our proposal and noted which elements resonated with the team and which spurred new ideas for the final vision. 
We iterated, merged concepts, and cut what wasn’t working. I further developed the marketing concepts and the details related to the brand identity, such as a slogan, social media captions and voice/tone guidelines for consistent presentation across channels. 
Final treatment samples at the top of the page.

</description>
		
	</item>
		
		
	<item>
		<title>PepsiCo Socials</title>
				
		<link>https://whoiscecilia.com/PepsiCo-Socials</link>

		<pubDate>Thu, 09 Jan 2025 17:41:41 +0000</pubDate>

		<dc:creator>Cecilia Anderson</dc:creator>

		<guid isPermaLink="true">https://whoiscecilia.com/PepsiCo-Socials</guid>

		<description>Hit Refresh
Voice and social media for PepsiCo 
PepsiCo wanted to refresh their socials. Our team created a new design and copy framework to communicate everything from pictures of potato chips to philanthropic efforts, in a way that would be unified and cohesive across channels, brands, and posters. 

I contributed to that language framework and wrote the post copy.
Client: PepsiCoWork: Branding and CopywritingLocation: Los Angeles

	
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Carousel 1:

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Carousel 2:

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</description>
		
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	<item>
		<title>OrganOx Brochure</title>
				
		<link>https://whoiscecilia.com/OrganOx-Brochure</link>

		<pubDate>Tue, 24 Feb 2026 15:46:23 +0000</pubDate>

		<dc:creator>Cecilia Anderson</dc:creator>

		<guid isPermaLink="true">https://whoiscecilia.com/OrganOx-Brochure</guid>

		<description>This Changes Everything
Surgeon Brochure for OrganOx
Despite over 100,000 patients on donor organ waitlists in the US, approximately 1 in 5 donated organs are discarded -- often due to logistics and time constraints.&#38;nbsp;
OrganOx is a revolutionary med tech company solving this issue with technology that helps preserve donated organs longer, leading to more planned surgeries and less waste.
Here is one of the many pieces of marketing collateral I created with my team for OrganOx. We wanted a website and brochures that felt as groundbreaking as the product itself, and copy that met the emotional stakes of the literal gift of life.
Notice that the bold headers down the column can also be read continuously. Easy to skim.Client: OrganOxWork: Copy and Content Design

	
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</description>
		
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	<item>
		<title>Elly Health Daily Reminders</title>
				
		<link>https://whoiscecilia.com/Elly-Health-Daily-Reminders</link>

		<pubDate>Sun, 29 Oct 2023 04:26:31 +0000</pubDate>

		<dc:creator>Cecilia Anderson</dc:creator>

		<guid isPermaLink="true">https://whoiscecilia.com/Elly-Health-Daily-Reminders</guid>

		<description>
	
Feeling Heard with Elly Health

I co-founded the digital health company Elly (backed by Google, Snapchat and Morgan Stanley, partners incude Johnson &#38;amp; Johnson, Pfizer and BMS).
 
We help life science companies support chronic disease patients with an audio companion mobile app. Elly empowers patients to take control of their health with small, habitual changes.


As Chief Content Officer, I led the content design of over 1000 audio, text, and video experiences available in-app&#38;nbsp;— including meditations, patient stories, interviews with physicians, and accessible health education.

This is a sample of some of the content I ideated, wrote, and produced.

Client: Elly HealthWork: Audio Content and ProgrammingLocation: Los Angeles
	
	&#60;img width="484" height="413" width_o="484" height_o="413" data-src="https://freight.cargo.site/t/original/i/4693697560936dcc16e0918e73304fddb6ccfe0d4422bd36d770012512c447ea/Elly_Demo_AdobeExpress.gif" data-mid="200442447" border="0"  src="https://freight.cargo.site/w/484/i/4693697560936dcc16e0918e73304fddb6ccfe0d4422bd36d770012512c447ea/Elly_Demo_AdobeExpress.gif" /&#62;


The Daily Elly

The Daily Elly (DE) is a 90-second audio message that touches on an educational topic and always ends on a motivational quote. Each day, there’s a new DE available on Elly to support, motivate, and comfort patients. 

We worked with developers to design the content delivery in a clever way, so that patients feel like Elly is personally speaking to them.


	&#60;img width="2000" height="1600" width_o="2000" height_o="1600" data-src="https://freight.cargo.site/t/original/i/206731f780c98471048dd9721048c5bb66b01f798a8251db09805c4c4cbf73ee/Dark-Grey-Minimalist-Interior-Design-Mood-Boards-Photo-Collage.png" data-mid="195186546" border="0"  src="https://freight.cargo.site/w/1000/i/206731f780c98471048dd9721048c5bb66b01f798a8251db09805c4c4cbf73ee/Dark-Grey-Minimalist-Interior-Design-Mood-Boards-Photo-Collage.png" /&#62;
	Patients can access a new Daily Elly each day from their Today Screen.

Audio Scripts

I wrote hundreds of DE scripts and oversaw the narration production. I designed over 50 content journeys for a variety of chronic conditions, including cancer, diabetes, heart conditions, and autoimmune disorders. DEs cover a wide range of topics including mental health, exercise, nutrition, sleep, mindfulness, symptoms, doctor-patient relationships, advocacy, and resources. 

The topics of the DEs were sourced from our early beta patient research, and they address common challenges or themes that patients face depending on their condition and treatment. I created the voice and tone guide to ensure Elly’s support is empathetic, friendly, and engaging, even when approaching difficult topics. DEs often include motivational quotes or cite emerging research — they also tend to include small, actionable advice.


	&#60;img width="2000" height="1600" width_o="2000" height_o="1600" data-src="https://freight.cargo.site/t/original/i/6d68193f09256a0f29c396037905a6ab1e2c298621ce5d3f27fb16152e85dcd8/Dark-Grey-Minimalist-Interior-Design-Mood-Boards-Photo-Collage-2.png" data-mid="195186556" border="0"  src="https://freight.cargo.site/w/1000/i/6d68193f09256a0f29c396037905a6ab1e2c298621ce5d3f27fb16152e85dcd8/Dark-Grey-Minimalist-Interior-Design-Mood-Boards-Photo-Collage-2.png" /&#62;
	An example of the content planning involved. Sample DE topics for “Cancer - On Treatment” journey

Patients recieve personalized support based on a few factors including their condition and treatment


Daily Elly Script Samples


	&#60;img width="1322" height="1382" width_o="1322" height_o="1382" data-src="https://freight.cargo.site/t/original/i/b96529a3558fef20a0f2eb65c962334487f67c6b114be16548204779b0ac8787/Screen-Shot-2024-01-31-at-5.23.47-PM.png" data-mid="203304546" border="0" data-scale="88" src="https://freight.cargo.site/w/1000/i/b96529a3558fef20a0f2eb65c962334487f67c6b114be16548204779b0ac8787/Screen-Shot-2024-01-31-at-5.23.47-PM.png" /&#62;
	“Gratitude” Daily Elly script


Authored by Cecilia Anderson

Narrated by Keenan Spencer, available on Elly


	&#60;img width="1110" height="1438" width_o="1110" height_o="1438" data-src="https://freight.cargo.site/t/original/i/44f33f7c5b21e8be4234c1232e5a271004eb72a0c8c7ced461ee5239a0fe58db/Screen-Shot-2024-01-31-at-5.23.15-PM.png" data-mid="203304545" border="0" data-scale="88" src="https://freight.cargo.site/w/1000/i/44f33f7c5b21e8be4234c1232e5a271004eb72a0c8c7ced461ee5239a0fe58db/Screen-Shot-2024-01-31-at-5.23.15-PM.png" /&#62;

	“Body Image” Daily Elly script, for the Cancer - Adolescent/ Young Adult journey

Authored by Cecilia Anderson
Narrated by Keenan Spencer, available on Elly


</description>
		
	</item>
		
		
	<item>
		<title>Palo Alto Networks &#38; Deloitte</title>
				
		<link>https://whoiscecilia.com/Palo-Alto-Networks-Deloitte</link>

		<pubDate>Thu, 26 Oct 2023 01:00:28 +0000</pubDate>

		<dc:creator>Cecilia Anderson</dc:creator>

		<guid isPermaLink="true">https://whoiscecilia.com/Palo-Alto-Networks-Deloitte</guid>

		<description>
	Scale with Confidence

Campaign for Palo Alto Networks &#38;amp; Deloitte&#38;nbsp;

Palo Alto Networks &#38;amp; Deloitte offer streamlined cybersecurity solutions like cloud security and orchestration.We created several ad concepts to influence decision makers at JP Morgan Chase to choose Palo Alto as their cybersecurity partner for&#38;nbsp;mergers &#38;amp; acquisitions.
This targeted campaign ran simultaneously with the team’s business pitch, in order to stand out against the other cybersecurity companies competing to work with JP Morgan Chase.
Client:&#38;nbsp;Palo Alto Networks &#38;amp; Deloitte
Work: Copywriting
Partners:&#38;nbsp;Brian Krenzer,&#38;nbsp;Ell Kosovic


&#60;img width="2340" height="1012" width_o="2340" height_o="1012" data-src="https://freight.cargo.site/t/original/i/638eaa8c8f37cd389443c2aa3ed7076410a6c897fc72d285d4fcd99cac4513bf/Screen-Shot-2023-09-05-at-4.18.38-PM.png" data-mid="198758723" border="0"  src="https://freight.cargo.site/w/1000/i/638eaa8c8f37cd389443c2aa3ed7076410a6c897fc72d285d4fcd99cac4513bf/Screen-Shot-2023-09-05-at-4.18.38-PM.png" /&#62;</description>
		
	</item>
		
		
	<item>
		<title>J&#38;J Oncology Op-Ed</title>
				
		<link>https://whoiscecilia.com/J-J-Oncology-Op-Ed</link>

		<pubDate>Wed, 15 Jan 2025 23:45:49 +0000</pubDate>

		<dc:creator>Cecilia Anderson</dc:creator>

		<guid isPermaLink="true">https://whoiscecilia.com/J-J-Oncology-Op-Ed</guid>

		<description>
	Reframing the Blood Cancer Paradigm
Op-ed for Johnson &#38;amp; Johnson, published on OncLive

My work with Johnson &#38;amp; Johnson spanned several different forms of content and copy writing, from award submissions to internal newsletters. My favorite projects involved writing for relevant trades, including this op-ed on their advancements in blood cancer treatment&#38;nbsp;placed in OncLive.


Client: Johnson &#38;amp; Johnson
Work: Writing


&#60;img width="1700" height="2200" width_o="1700" height_o="2200" data-src="https://freight.cargo.site/t/original/i/1ef33dbe3d2f143f171541e2cd5162a587ebcef3b659612ebde7418cc5def0c6/Reframing-Blood-Cancer-1.jpg" data-mid="224858012" border="0"  src="https://freight.cargo.site/w/1000/i/1ef33dbe3d2f143f171541e2cd5162a587ebcef3b659612ebde7418cc5def0c6/Reframing-Blood-Cancer-1.jpg" /&#62;
&#60;img width="1700" height="2200" width_o="1700" height_o="2200" data-src="https://freight.cargo.site/t/original/i/a444c8f6df8676b53f2af90c7c43d39a1cb4fbdaa97504dea9787e2229c2aaad/Reframing-Blood-Cancer-13.jpg" data-mid="224858014" border="0"  src="https://freight.cargo.site/w/1000/i/a444c8f6df8676b53f2af90c7c43d39a1cb4fbdaa97504dea9787e2229c2aaad/Reframing-Blood-Cancer-13.jpg" /&#62;

</description>
		
	</item>
		
		
	<item>
		<title>More: Co-founding Elly</title>
				
		<link>https://whoiscecilia.com/More-Co-founding-Elly</link>

		<pubDate>Sat, 30 Dec 2023 07:17:47 +0000</pubDate>

		<dc:creator>Cecilia Anderson</dc:creator>

		<guid isPermaLink="true">https://whoiscecilia.com/More-Co-founding-Elly</guid>

		<description>Living Happier &#38;amp; Healthier


	In 2019 I helped co-found Elly, a digital health company with backing from venture capital investors (including Google, Snapchat, Morgan Stanley and Bayer). Elly was designed to help life-science companies support chronic disease patients through unique audio companionship. Elly is one of the most successful chronic disease digital health companies in the United States.

Watch a product demo -&#38;gt; 
Elly on the web -&#38;gt;
Elly on the gram -&#38;gt;
As Chief Content Officer, I led content for a mobile app that provided personalized health support for people living with chronic conditions. I led and managed a team of 20 colleagues across content creation, product management, business development, marketing, and operations.&#38;nbsp;
	

&#60;img width="484" height="413" width_o="484" height_o="413" data-src="https://freight.cargo.site/t/original/i/250c5975b9705d60cbf85714e7a08602063dba922353951ea4ec7da15b89d878/Elly_Demo_AdobeExpress.gif" data-mid="200413874" border="0"  src="https://freight.cargo.site/w/484/i/250c5975b9705d60cbf85714e7a08602063dba922353951ea4ec7da15b89d878/Elly_Demo_AdobeExpress.gif" /&#62;


I led conceptual and copy direction. This included creating in-app content across audio and video, managing marketing campaigns, and guiding content strategy. My day-to-day involved overseeing the content team, writing and editing articles, curating and researching topics, and interviewing subject matter experts.

Each day, a patient can log into Elly and get access to motivational messages, guided meditations, exercise videos, patient stories, and informational articles offering perspectives from clinicians and researchers. Patients are able to “check in” with Elly to track progress overtime.&#38;nbsp;

 I designed a smart taxonomy system for our backend to help us create thousands of content journeys, unique to the patient based on a few inputs such as diagnosis, age, interests, treatment, and concerns.
I led marketing for paid search and social media, developed branding copy, and designed effective UX content. Marketing efforts include a digital campaign with a $50k USD ad spend budget in partnership with Johnson &#38;amp; Johnson.
Elly has 11K+ users with retention of 98% at 1 mo and engagement of 190 min total content played per user. We secured clients like Johnson &#38;amp; Johnson, Pfizer, and BMS for multiyear contracts, and raised investment from the likes of Google, Snapchat, and Bayer.
	

</description>
		
	</item>
		
		
	<item>
		<title>Just For Fun: Personal Writing</title>
				
		<link>https://whoiscecilia.com/Just-For-Fun-Personal-Writing</link>

		<pubDate>Mon, 29 Jan 2024 17:09:20 +0000</pubDate>

		<dc:creator>Cecilia Anderson</dc:creator>

		<guid isPermaLink="true">https://whoiscecilia.com/Just-For-Fun-Personal-Writing</guid>

		<description>
	Online Offline

Online Offline is my personal substack where I share essays, poems, playlists, and other pen-scratchings. I have an audience over there with 500-something follows and high click-thru rates/ reads - something I can brag about here, on my portfolio.&#38;nbsp;

It’s a creative space for me. Here is a preview of what I’m working on in my spare time.

	
	&#60;img width="1524" height="1260" width_o="1524" height_o="1260" data-src="https://freight.cargo.site/t/original/i/34c0570c04571ee4c5de44d910fce3f8a7cc323ce80809f1b25c8a2defa21d58/Screen-Shot-2024-01-29-at-11.12.33-AM.png" data-mid="203079303" border="0"  src="https://freight.cargo.site/w/1000/i/34c0570c04571ee4c5de44d910fce3f8a7cc323ce80809f1b25c8a2defa21d58/Screen-Shot-2024-01-29-at-11.12.33-AM.png" /&#62;

	
	Midwest Opulence

On the specific time and place feelings belonging to the upper midwest


	&#60;img width="1572" height="1006" width_o="1572" height_o="1006" data-src="https://freight.cargo.site/t/original/i/07ed27b51e96360c7548f35352f5d3fde2608bc6f1e684ece71cca4aa7f8aae8/Screen-Shot-2024-01-29-at-11.13.57-AM.png" data-mid="203079321" border="0"  src="https://freight.cargo.site/w/1000/i/07ed27b51e96360c7548f35352f5d3fde2608bc6f1e684ece71cca4aa7f8aae8/Screen-Shot-2024-01-29-at-11.13.57-AM.png" /&#62;

	
	My Beef with Malaise

On the presence of Millenial Malaise in media, including: My Year of Rest &#38;amp; Relaxation, The New Me, and The Worst Person in the World


	&#60;img width="1524" height="944" width_o="1524" height_o="944" data-src="https://freight.cargo.site/t/original/i/3349a21a083b52aa950ee349d822ddc781c43472a2ea2518b8a2203e147c93c2/Screen-Shot-2024-01-29-at-11.15.33-AM.png" data-mid="203079732" border="0"  src="https://freight.cargo.site/w/1000/i/3349a21a083b52aa950ee349d822ddc781c43472a2ea2518b8a2203e147c93c2/Screen-Shot-2024-01-29-at-11.15.33-AM.png" /&#62;

	
	Detritus and Other Weird Words

On catchy words and phrases my friends say


	&#60;img width="1522" height="1638" width_o="1522" height_o="1638" data-src="https://freight.cargo.site/t/original/i/002a6c2b3749d4928faff6548294a929a52171a105ab47f60b7010ced69214f2/Screen-Shot-2024-01-29-at-11.18.33-AM.png" data-mid="203081015" border="0"  src="https://freight.cargo.site/w/1000/i/002a6c2b3749d4928faff6548294a929a52171a105ab47f60b7010ced69214f2/Screen-Shot-2024-01-29-at-11.18.33-AM.png" /&#62;
	
	How I Created My Own Personal Style

On, obviously, style


	&#60;img width="1524" height="1638" width_o="1524" height_o="1638" data-src="https://freight.cargo.site/t/original/i/11b614ba8054b27c4409ef0b831b91b0f5f07be5a8c7481830ad25a28085386b/Screen-Shot-2024-01-29-at-11.21.35-AM.png" data-mid="203081100" border="0"  src="https://freight.cargo.site/w/1000/i/11b614ba8054b27c4409ef0b831b91b0f5f07be5a8c7481830ad25a28085386b/Screen-Shot-2024-01-29-at-11.21.35-AM.png" /&#62;
	
	Lake House

On, again, midwest vibes


</description>
		
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