The 2022 Peabody Awards spotlighted stories on urgent social issues, blending provocative imagery with compelling prose. We built a modular, celebrity-driven strategy to generate interest across channels, anchored by a phased paid social campaign — timed to build momentum beforehand, drive engagement during the awards, and sustain conversation after. The result: a library of 50+ unique sets, 32 nominee videos, 5 teasers, a graphics toolkit, and 4 promos, all delivered on a consolidated 4-week schedule.