EVERYDAY SAFE
Recognizing the messaging fatigue surrounding vaccines and boosters over the past two years, I developed the Everyday Safe campaign as an umbrella initiative for all future messaging for the Los Angeles County Department of Public Health. The campaign emphasizes the everyday actions we take to protect ourselves, our families, and our communities, initially linking these behaviors with vaccines and boosters to make them a natural part of daily life. With a strong focus on visuals, the campaign transcends language and literacy barriers, ensuring its message resonates with diverse communities across the county.
Everyday Safe aims to normalize critical health measures, encouraging residents to view vaccines as commonplace as wearing a helmet or buckling a seatbelt. Through relatable imagery depicting individuals in their daily lives—paired with contrasting band-aids as a symbol of vaccination—the campaign subtly integrates vaccines into the narrative of everyday safety.
As a comprehensive approach to departmental messaging, Everyday Safe has been adapted to various public health priorities. It provides a unified platform for addressing a wide range of health issues, including Monkeypox safety, flu vaccines, access to resources, wellness communities, sexual health, exercise, heat advisories, community outreach, and harm reduction measures. The campaign can seamlessly pivot to highlight emerging priorities, such as fall bivalent vaccines or masking recommendations, while maintaining a consistent and familiar message.
In essence, the Everyday Safe campaign redefines public health messaging by embedding it into the fabric of daily life, ensuring that safety and health are ever-present, approachable, and relevant for all residents of Los Angeles County.
REACTION
Over the course of 3 years, our efforts have garnered over 185 million out-of-home impressions, 2.2 million social media impressions, and 12 million PSA and radio impressions across multiple campaigns. These campaigns were conducted in seven languages—English, Spanish, Tagalog, Traditional Chinese, Korean, and Armenian—utilizing a diverse mix of print, radio, digital, mobile, video, social media, out-of-home, and earned media components.