CHALLENGE
Develop culturally relevant communications, marketing, outreach, & engagement with communities of color most impacted by COVID-19 pandemic & recovery.
The goal of the Los Angeles County Department of Public Health, Community Health Worker Outreach Initiative is to build a community-centered system of care and strengthen the foundational infrastructure needed to deliver seamless, coordinated, community-based services to individuals & communities disproportionately impacted by COVID-19.
ENGAGEMENT OVERVIEW
Partnered with the Los Angeles County Department of Public Health to develop, launch, & coordinate communications strategy & media campaigns, focusing on health equity, COVID-19 safety protocols, vaccination promotion, & myth-busting surrounding these topics. We approached this work by highlighting real stories of community members & leaders, focusing on communities most impacted & least-resourced during the pandemic. Our goal was to create transparency & connectedness between the Department & the broader communities across LA County, using robust research of sentiment, trusted messengers, & authentic stories.
Team Friday created & implemented a communications strategy to support the community-based organizations & individuals’ outreach with marketing materials, training & resources for outreach & marketing skills, social media influencer campaign to run congruent, office hours feedback loop where we were able to hear directly from the Community Health Workers & the response of the communities. We designed & created a video series to uplift the personal stories of these Community Health Workers’.
