MPOX VACCINE AWARENESS CAMPAIGN

In response to the 2023 MPOX outbreak disproportionately affecting the LGBTQ+ community, the Los Angeles County Department of Public Health engaged Team Friday to develop an urgent, culturally resonant awareness campaign. As Executive Creative Director, I led an end-to-end 360 campaign to deliver inclusive, stigma-reducing public health messaging across L.A. County resulting in record vaccine sign-ups and nationwide adoption of our assets.

34M+

MONTHLY IMPRESSIONS

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LANGUAGES

My Role

Creative Direction
I led concept development, messaging, art direction, and campaign rollout across digital, print, OOH, radio, video, and social. I collaborated closely with public health officials, LGBTQ+ advocates, and community-based organizations.
Visual System Development
Created two distinct visual styles:
- Emoji-based illustrations for dating apps, wellness centers, and digital spaces—playful and relatable.
- Neon-inspired creative for nightlife venues and urban OOH—vibrant and community-specific.
Audience & Platform Strategy
Researched and identified where target audiences were most engaged. Led placement strategy across LGBTQ+ dating apps, nightlife spots, clinics, and publications.
Multilingual Execution
Oversaw creative and copy adaptation in six languages—English, Spanish, Tagalog, Traditional Chinese, Korean, and Armenian—to ensure accessibility and cultural relevance.

STRATEGY

Community-Driven Insights
Conducted interviews with LGBTQ+ community leaders and sexual health professionals to shape tone, visuals, and placements that would feel affirming—not clinical or fear-based.
Segmented Creative for Contextual Impact
Rather than using a one-size-fits-all approach, creative was customized per channel and environment—ensuring it felt organic and relevant whether someone encountered it in a health clinic, on Grindr, or at a bar.
Stigma-Free, Inclusive Messaging
Playful emoji illustrations helped normalize conversations around MPOX and vaccines, while nightlife-inspired designs met the community in their everyday spaces—without shame or judgment.