The 2022 Peabody awards focused on stories that highlighted urgent social issues. This approach blended provocative imagery and compelling prose. We deployed a modular, celebrity-driven strategy to generate interest and awareness across various channels. This involved a phased paid social campaign, strategically timed to build momentum before, engage during, and sustain conversation after the awards. Ultimately, our efforts resulted in a robust library of content, featuring 50+ unique sets, 32 nominee videos, 5 teasers, a graphics toolkit, and 4 promos over a consolidated 4-week schedule.