EVERYDAY SAFE
To combat vaccine fatigue and messaging overload during the later stages of the COVID-19 pandemic, I developed Everyday Safe to be a flexible, multilingual, and future-proof public health campaign for the Los Angeles County Department of Public Health. Created as an umbrella initiative, the campaign normalized protective behaviors like vaccinations by linking them to relatable, everyday safety habits. Through powerful visual storytelling and adaptable messaging, Everyday Safe set the stage for future outreach around MPOX, flu, sexual health, and other evolving health priorities.
By shifting the narrative from urgent mandates to familiar, values-based routines, like buckling a seatbelt or wearing a helmet, the campaign redefined public health messaging as part of daily life, promoting trust, consistency, and long-term engagement across L.A. County’s diverse communities.
53
OUT-OF-HOME PLACEMENTS
16M+
TOTAL MONTHLY
IMPRESSIONS
64
PRINT/DIGITAL AD PLACEMENTS
My Role
Executive Creative Direction
Led campaign concept, creative direction, and strategy, establishing a visual and messaging framework that could evolve with shifting public health needs while remaining consistent and accessible.Campaign Identity & Visual Language
Developed as both a campaign and a departmental ethos: a way to position daily protective actions like getting vaccinated alongside seatbelts, helmets, and healthy habits. Prioritized visual-forward design to transcend language and literacy barriers.System Design for Longevity
Built a scalable messaging system that could pivot seamlessly to address any and all public health related initiatives by a cohesive creative thread to turn individual protection into collective care.Multiplatform Rollout
Oversaw campaign deployment across billboards, bus shelters, radio, print, digital, social, and community-distributed door hangers.
Strategy
Normalize, Don’t Mandate
Acknowledging pandemic-era message fatigue, the campaign shifted tone from urgency to familiarity and linking vaccines/boosters to everyday safety habits. Visuals and taglines emphasized agency, trust, and shared responsibility without top-down mandates.Visual-First, Language-Agnostic Design
Prioritized bold, narrative-driven visuals over text-heavy content to ensure accessibility for individuals with low literacy or limited English proficiency.One Framework, Many Priorities
Positioned Everyday Safe as the unifying voice of L.A. County Public Health to be capable of addressing immediate concerns like fall boosters while staying adaptable for future health topics (e.g., MPOX, flu, wellness, masking, outreach).People as Protagonists
Featured individuals and families in their real environments, living their values of protection, care, and responsibility. By showing ordinary people taking action, the campaign built credibility and emotional relevance.
REACTION
39M+ total impressions across outdoor, radio, print, and digital
Multilingual rollout spanned 4 months and 7 public health priorities
Deployed across 25+ billboards, 16 bus shelters, print/digital publications, and radio spots
Reached over 4.4M residents via community-led media outlets
Distributed door hangers to bring vaccine safety messaging into homes
Framework adopted for flu, sexual health, heat safety, workers safety, gun violence and MPOX campaigns