Select Projects: Behavior Change Campaigns

Vaccines Are Another Part of Growing Up - Santa Clara County Childhood Immunization Campaign

Client: County of Santa Clara Public Health Department

My Role: Campaign Director

Overview: To help build trust in routine childhood vaccinations, our team partnered with the County of Santa Clara Public Health Department to develop Vaccines Are Another Part of Growing Up: a multi-media, multilingual campaign that framed vaccination as a natural and celebrated milestone, like a child’s first words or birthday. Grounded in extensive formative research with parents, caregivers, and community leaders, the campaign was designed to reflect the values, languages, and lived experiences of Santa Clara’s communities while normalizing vaccines. We led campaign strategy, messaging, and creative direction, ensuring content resonated with priority populations in English, Spanish, and Vietnamese. The campaign was launched in April 2023 and reached families through digital and traditional media, community events, and a vibrant public mural. Branded educational materials were also distributed to healthcare providers and community organizations to reinforce key messages.

Outcomes: The campaign helped encourage Santa Clara County residents to ensure their children get vaccinated. Across all media channels, the estimated total reach of Vaccines Are Another Part of Growing Up in Santa Clara County was over 33 million impressions. Between April and July 2023, at least 17,000 unique users visited the campaign landing pages.

Awards:

• Silver Award for Overall Social Marketing in the North American Social Marketing Awards

• Silver in Integrated Graphic Design for Social Change and Bronze in Illustration for Social Change in the 2024 Indigo Design Awards

• Bronze in Multimedia/Online Advertising Design from the 2023 International Design Awards

• Honorable Mention for Public Health Campaign in Ragan’s PR Daily Content Marketing Awards (2023)

• Health + Wellness Award from Graphic Design USA (GDUSA) Magazine

Rhode Rules for rhode island - Social marketing campaign

Client: Rhode Island Prevention Coalitions

My Role: Campaign Director

Overview:

Outcomes: In its first year, the digital marketing campaign generated nearly 2.3 million impressions to Rhode Island residents over the age of 21. Following a press conference announcing the campaign launch, earned media (television segments and news articles) generated over 69 million impressions. The second year of the campaign garnered over 2 million impressions.

Award: Honorable Mention for Public Service Campaign in the 2022 Ragan’s PR Daily Awards

calfresh feeds sf - social marketing campaign

Client: San Francisco Human Services Agency

My Role: Campaign Manager

Overview: To address food insecurity and expand access to nutrition, we partnered with the San Francisco Human Services Agency to increase awareness and enrollment in the CalFresh program among eligible residents. The campaign focused on two key moments: raising awareness among historically under-enrolled groups and supporting the rollout of newly expanded benefits for individuals receiving Social Security Income.

We led the development of the #CalFreshFeedsSF campaign, grounded in formative research with two high-priority populations in San Francisco. Phase one focused on research-driven message development and community-informed creative content. In phase two, we implemented a targeted social media ad campaign, refreshed key messaging from earlier efforts, and developed new marketing materials to reach residents newly eligible for CalFresh. The campaign aimed to reduce barriers, promote dignity, and connect more San Franciscans with the food assistance they deserve.

Outcomes: Through a series of formative research efforts, including focus groups and key informant interviews with members of the priority populations, we developed an overarching social media campaign, #CalFreshFeedsSF, to drive CalFresh applications.