Impact
Strong engagement, especially among Spanish-speaking audiences.
Both practical and community-minded messages proved effective.
Social-connection targeting outperformed traditional approaches.
Local partners extended our reach into rural and underrepresented communities.
Contributed to Seattle having the lowest COVID-19 death rate among major U.S. cities at the time.
Beyond the numbers
Our answer to constant change was a flexible campaign system, a creative “container” that could hold many messages and evolve in real time. When guidance shifted, like the sudden restrictions on holiday gatherings, our messaging could pivot overnight without losing its look, feel, or quality. That agility helped us keep people’s trust during a fast-moving crisis.
Ideas in action
As Creative Director, I led creative concepting and development for a COVID-19 campaign with Public Health – Seattle & King County in fall and winter 2020, contributing to one of the most effective regional public health responses in the country.
With guidance changing almost weekly, we needed messaging that could keep up without losing clarity. We also designed creative templates and assets that local organizations could adapt and share, extending the campaign’s reach and building trust in the communities hit hardest by COVID-19.