I’M VACCINATED BECAUSE…
As Executive Creative Director at Team Friday, I led the created “I’m Vaccinated Because…”, a 360 public health campaign with the Los Angeles County Department of Public Health to promote COVID-19 vaccine awareness. Building on the trust established by our earlier Rediscover Los Angeles campaign, we spotlighted personal stories from trusted community members to reduce stigma, promote vaccine equity, and inspire action among underrepresented groups who had yet to make their decision.
5M+
MONTHLY OOH IMPRESSIONS
34K
MONTHLY SOCIAL IMPRESSIONS
44+
MONTHLY OOH PLACEMENTS
Strategy
Centering Relatable, Trusted Messengers
We cast known local community leaders, parents, influencers, and advocates to deliver authentic messages grounded in care, family, and responsibility.Visual Honesty & Cultural Specificity
I ensured we captured raw authentic strength, emotion, and sincerity through emotionally evocative portraits and video. The portraits were crafted to reflect their interview highlighting hope, vulnerability or resilience.Narrative Simplicity, Emotional Clarity
Each message was stripped down to a powerful, personal statement. These simple lines helped bridge language and literacy gaps while preserving emotional depth.
My Role
Creative Direction
I led campaign development from concept to execution, guiding the strategy, creative vision, visual language, and message architecture across digital, social, radio, and out-of-home media.Story Development & Production
Directed interviews and photo sessions with 29 individuals and families across five languages. Each participant shared a personal, culturally relevant reason for getting vaccinated, creating an emotional resonance that data-driven messaging alone could not.Multilingual Campaign Delivery
Oversaw full translation and cultural transcreation of all materials into seven languages (English, Spanish, Tagalog, Traditional Chinese, Korean, Armenian, and Thai) and produced select videos in ASL to ensure accessibility for L.A.’s diverse communities.Media Integration
Executed a strategic blend of billboards, bus shelters, digital ads, short-form social videos, streaming audio spots, and radio PSAs by placing materials with both major and culturally specific media outlets.
REACTION
5+ million monthly out-of-home impressions
34 thousand monthly social impressions
44+ monthly out-of-home placements
Campaign materials delivered in 7+ languages, including American Sign Language
Increased vaccine visibility in historically underrepresented communities through culturally rooted, trust-based messaging