During my undergraduate studies, I co-led a cross-cultural research project for our capstone exploring how perceived parenting styles influence adolescents' self-esteem and sense of control. It was a deeply nuanced topic, one that touches on cultural values, emotional development, and generational expectations.

We had to be extremely mindful of how we framed our surveys and analyzed data. Parenting and mental health and experienced and talked about, very differently across cultures. To respect that, we grounded our approach in empathy and ensured we didn't generalize, label or make assumptions. Our findings highlighted just how emotionally layered these conversations can be, and how essential it is to approach them with both curiosity and cultural humility.

That experience also shaped how I handle sensitive topics outside of academia. I was later invited to speak at the Pakistan Youth Forum about university applications and student pressure, a conversation that carries so much weight in our community. Instead of offering standard advice, I shared the emotional side: confusion, comparison, burnout. I spoke gently and honestly, and made sure every student felt like their story mattered, regardless of their path.

Both moments taught me that navigating sensitive topics instead of about having the perfect language, it's about having the right intention. If your voice is grounded in care, respect, and lived empathy, people feel that, and they respond with trust.

That's why I really resonate with New Brew's values. When a brand invites nuanced conversations with sincerity and soul, it doesn't just sell a product, it builds a relationship.

One example that stands out is when I helped organize a cultural event at my university called " Global Day". I worked closely with my best friend to coordinate a performance that would represent our country, and we both took charge of planning, choreography, and overall execution. Alongside that, I actively contributed creative ideas to help make our country's booth stand out, from decor concepts to engaging ways of sharing traditions.

Our team ended up winning Best Booth and Best Performance at the event, which was such a powerful moment of pride and connection. It reminded me how impactful cultural representation can be when it's done with intention, creativity, and care.

More recently, I've started developing a digital passion project called Dear Soft Souls, a wellness inspired Instagram space rooted in emotional healing, storytelling and gentle marketing. While it's still in its early stages, I've been building everything from the visual identity to the content structure and tone. It's helped me better understand how to communicate with intention and build connection through digital storytelling.

In both cases, I wasn't asked to lead, I just felt called to. What motivates me most is seeing a gap, and filling it with care.

And yes, I am 21 years or older.

To develop a comprehensive digital marketing campaign for a unique product like New Brew's non-alcoholic beverages, I'd begin by deeply understanding the emotional appeal of the brand, the "why" behind it. New Brew isn't just a beverage, it's an experience, something that blends wellness, social connection and conscious choice.

Here's how I would approach it:

1. Understand the Audience Emotionally: I'd use a psychology based lens to identify the emotional motivations behind choosing non-alcoholic alternatives. It could be health consciousness, anxiety reduction, clarity, or simply wanting to feel included in social settings without alcohol.

2. Craft A Narrative, Not Just Ads: people don't connect with facts, they connect with stories. I'd design a campaign that tells the story of "how it feels" to sip New Brew, vibrant, light, conscious. This could include testimonials, short reels of people enjoying the product in calming or fun environments, or a POV style content.

3. Build Strategic Partnerships: I'd identify podcast, wellness influencers, or micro-creators who align with New Brew's vibe. The goal isn't mass exposure, it's intentional resonance.

4. Platform-Specific Content: I'd tailor content to each platform, for example, Instagram would be aesthetic visuals, huji style reels and daily affirmations paired with New Brew moments. TikTok would be relatable skits (ex: what drinking this feels like).

5. Throughout the campaign, I'd monitor engagement patterns, listen to user feedback and adjust messaging accordingly. The goal is to stay human and responsive.