Our Work

Each project reflects our commitment to culture AND collaboration.

Localized Integrated media campaign

Los Angeles County, Department of Public Health - Office of Violence Prevention (LACDPH-OVP)

  • Team Friday partnered with the LA County Department of Public Health's Office of Violence Prevention to launch the "Never a Bother" Youth Suicide Prevention campaign, a comprehensive multi-channel initiative addressing high rates of youth self-harm and suicide attempts across LA County. The campaign deployed an integrated strategy combining over 386 out-of-home placements, 1,346 radio spots, 84 digital and place-based ads, publications across diverse community newspapers, and authentic influencer partnerships with 9 trusted messengers. Running through May-June 2025, the campaign reached over 1.1 million LA County residents with 100M+ impressions, achieving exceptional engagement rates 4.6x above industry standards. By centering culturally-responsive messaging in both English and Spanish, and utilizing platforms where youth and caregivers naturally engage—from TikTok to bus shelters to gaming apps—the campaign successfully normalized mental health conversations and connected vulnerable communities with critical crisis resources including the 988 Suicide & Crisis Lifeline.

  • LA County communities were experiencing high rates of youth emergency visits and hospitalizations related to self-harm and suicide attempts. The Office of Violence Prevention needed a comprehensive awareness campaign. This campaign needed to be connected to a statewide campaign and localized to address root causes through prevention and crisis response strategies while reaching diverse youth and caregiver audiences across LA County.

  • Team Friday developed a multi-channel media campaign utilizing traditional, digital, and influencer marketing to maximize reach and cultural relevance.

    We consulted youth and caregivers to help inform the campaign's strategy, messaging, and design.

    Cultural Resonance: The campaign successfully balanced youth empowerment messaging with caregiver education, emphasizing that conversations can save lives and asking for help is never a burden.

  • Out-of-Home Advertising:

    • 106 billboards (English & Spanish)

    • 50 bus shelters

    • 175 bus tails

    • 55 bus queens

    Digital & Place-Based:

    • 84 ads across programmatic display, place-based locations (malls, healthcare settings, schools, faith-based spaces), and in-gaming platforms

    • 65 in-gaming app placements (Car Parking, Sudoku, Block Puzzle, etc.)

    Audio & Publications:

    • 1,346 radio spots on youth-focused (KXOL, KPWR, KIIS) and caregiver-focused (KRRL, KLAXc) stations

    • Print ads in La Opinion, So Cal News, Our Weekly, and Chinese Daily News

    Community Resources:

    • Comprehensive toolkit with posters, palm cards, pocket cards, and e-blast templates

    • Custom URL: ConversationsCanHelpLACounty.org

    • Bilingual materials (English/Spanish)

    Social Media & Influencer Partnerships:

    • 9 trusted messengers created 26 pieces of authentic content

    • Youth and caregiver-focused messaging

    • Instagram and TikTok content emphasizing #NeveraBother and #ConversationsCanHelp

    Results & Impact

    Reach & Impressions:

    • Over 1.1M+ LA County residents reached with campaign content

    • 85%+ of residents aged 18-24 reached via TikTok

    • 238K+ parents of teens or teachers engaged

    • 100M+ total impressions across all channels (May-June 2025)

    Audience Diversity:

    • 65% of Instagram reach was Black, Hispanic, and Asian audiences

    • 73%+ of organic TikTok reach represented diverse communities

    Engagement Excellence:

    • 4.1% average Instagram engagement rate – 4.6x greater than industry standards

    • 15.1K+ total engagements across social platforms

    • 276 shares of influencer content

    • 6,670 website clicks from TikTok alone

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Digital Media Awareness Campaign

california department of managed healthcare (DMHC)

  • DMHC had never advertised its Health Care supportive services to residents within California.  As a consumer rights advocate, they engaged Team Friday to manage the market research process and develop and deploy a digital marketing campaign that would help connect residents to their vital resources.

  • DMHC wanted to reach more residents that might benefit from their supportive services.

    • Team Friday alongside our research partner ThinkNow, conducted comprehensive market research, including focus groups and stakeholder interviews, to understand consumer needs for sustainable health care access.

    • Utilizing the findings, we developed a creative campaign featuring relatable individuals, enhancing message resonance and long-term engagement.

    • We prioritized short-form video content for accessibility across social platforms, utilizing trends to maximize reach and sustainable engagement.

    • The strategy was grounded in community-informed insights to foster awareness of health care access, enhancing sustainability in public health outreach.

    • The six-month paid-media campaign launched in January 2024 in English and Spanish across 

    • Facebook, LinkedIn and Youtube.  The total results included over 4.7 million views, 7.6 million impressions, 1.8 million engagements, and over 54k clicks.  The campaign outperformed average government campaigns in reach, engagement, and CTR.

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LAtinx consumer research

GOOD Rx

    • Working with Good Rx’s internal research department, Team Friday supported qualitative research by interviewing Latinx consumers aged 18 - 55 years and older about their experiences and sentiments with the health care system.

    • GoodRx was facing challenges engaging with the Latinx community in Los Angeles. 

    • Our research focused on interviewing diverse participants about their healthcare experiences and household practices.

    • This research included gathering information on how participants were obtaining their prescription drugs, programs they were using, and brand awareness of Good Rx offerings.

    • With the data, we identified critical insights and strategies to strengthen GoodRx’s connection with Latino consumers.

      • Developed best practices and recommendations for culturally attuned, language-accessible engagement and outreach.

      • Leveraging strategic opportunities for direct connection and collaboration with Latino communities.

    • Supporting their internal team development and deployment of programmatic marketing assets tailored to the unique needs and health care behaviors of Latino audiences across the U.S.

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partnerships/Experiential

FARE Conversations

    • The Whole Foods marketing team approached Team Friday to help them cleverly re-ignite and re-engage the community with higher profiled partnerships in Los Angeles County as well as help expand their presence in the LA food ecosystem. Our engagement included visual identity, experiential design, partnership, and influencer strategy.

    • Whole Foods was expanding with additional stores throughout LA County and wanted to connect with the LA food ecosystem in a meaningful way. 

    • Our team identified key stakeholders within the food ecosystem of Los Angeles and developed Fare Conversations - a dinner series that invited food influencers and advocates such as Los Angeles County Staff, Ron Finley, KCRW’s Evan Kleiman and Homeboy Industries for a night of community discussions, story-telling, and generative impact. 

  • Five in-store partnerships formed including a local hire initiative and targeted workshops that supported local food entrepreneurs secure distribution within regional Whole Foods stores.

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