COVID-19 VACCINE AWARENESS CAMPAIGN
185M
OOH IMPRESSIONS
2.2 M
SOCIAL IMPRESSIONS
12M
RADIO/PSA IMPRESSIONS
As Executive Creative Director at Team Friday, I led the design, development and execution of a comprehensive communications and outreach strategy for the Los Angeles County Department of Public Health (LADPH) during the COVID-19 pandemic. This $3.4 million, multi-year contract, multifaceted campaign reached communities hardest hit by the pandemic and spanned out-of-home (OOH), print, digital, social media, streaming, radio, and video platforms.
OVERVIEW
As one of the largest and most culturally diverse cities in the world, Los Angeles was deeply affected by the COVID-19 pandemic. To reach the county’s vast and varied population, the effort was structured into targeted campaigns addressing specific community needs and phases of the pandemic to promote vaccine awareness, safety, equitable access and reduce fear and misinformation.
I led the strategy and development of creative campaigns that formed a unified, adaptable response to promote vaccination, public safety, and community trust across multiple platforms. These campaigns not only advanced urgent public health goals but also laid a foundation for long-term community engagement and future health initiatives.
To maximize reach, we partnered with both major media outlets like the Los Angeles Times and culturally specific publications such as Los Angeles Sentinel, Siam Town, LA Chinese Daily News, La Opinión, LA Downtown News, and Spectrum News—ensuring that communities often overlooked by mainstream media were seen, heard, and empowered.
INSPIRATION
REDISCOVER LOS ANGELES
I designed the Rediscover Los Angeles campaign with vivid color gradient and community imagery to catch eyes and resonate with the community. The visuals, language and imagery emphasized the importance of reconnecting with the community safely and rediscovering the county of Los Angeles.
Through extensive research and community listening with board offices, Community Health Workers and Community Based Organizations, I developed the campaign to humanize the experience of coming back together, positioning LADPH as a trusted partner, and promoting safety and well-being of the community. By inspiring residents to rediscover neighborhoods, businesses, and iconic locations they had missed, the campaign positioned vaccinations and safety measures as essential steps toward returning to normalcy.
This comprehensive campaign featured billboards, bus shelters, PSAs, print, digital, and social media materials, carefully culturally translated into the 12 most common languages (Armenian, Simple Chinese, Traditional Chinese, English, Farsi, Japanese, Korean, Russian, Spanish, Tagalog, Thai, and Vietnamese) in Los Angeles to ensure the message resonated with the city’s diverse population.
To ensure it’s reach and highlight communities often overlooked by mainstream media, this campaign partnered with major media outlets like the Los Angeles Times and culturally specific publications such as Los Angeles Sentinel, Siam Town, LA Chinese Daily News, La Opinión, LA Downtown News, and Spectrum News.
REACTION
Over the course of 3 years, the Rediscover Los Angeles campaign garnered over 185 Million OOH impressions, 2.2 Million Social Media impressions, and 12 Million PSA and Radio impressions across multiple campaigns.