REDISCOVER

LOS ANGELES

CAMPAIGN GOAL

As the COVID pandemic changes, and there are more tools for protection and safety, Team Friday’s research of the sentiment in communities across LA county pointed to a longing to return to community places and spaces. Team Friday developed and executed a targeted outreach campaign across LA County to highlight the tools we have to get us back to the communities we missed. The campaign promoted COVID-19 information, vaccine awareness, booster protection, and public awareness of community safety and well-being.

Street view with parked cars along the sidewalk, and a bus stop advertisement promoting local dining with the message 'Rediscover Local Flavor' and a website link, in an urban area with buildings and mountains in the background.

INTENDED MESSAGE

Team Friday designed, created, and implemented the Rediscover/Reconnect campaign to create visual and messaging bridges that humanize the experience of coming back together in the community. These themes were developed based on research and community engagement. The goal was to ensure the Department of Public Health is seen as a partner in the safety and well-being of communities.

A basketball game scene featuring two players, one in a black jersey with the number 4 and the other in a white jersey, near a basketball hoop on a brick court. Text overlay reads 'Rediscover Your Jump Shot - Play Safely, Get Boosted' with logos of Los Angeles County Public Health.

A child and an adult wearing face masks playing a game together at a play lab, with the text 'Reconnect to Play Time, Play Safely, Get Boosted' and logos for Los Angeles County Public Health.

An outdoor scene at dusk with a large donut-shaped sign on top of a building, advertising Randy's Donuts in Inglewood, California. The sky displays pink and purple hues, and there are cars and streetlights visible in the background.

A young child and an adult wearing face masks playing together with wooden blocks in a classroom, promoting safe play during COVID-19.

CREATIVE STRATEGY

The campaign showcased community-centered people and spaces and represented the places and experiences we longed to return to. “Rediscover LA” and “Reconnect to LA” were uplifting taglines, showcasing scenes and people across LA County. The campaign was an “LA Love Story” with community safety at the forefront.

APPROACH AND TIMELINE

Team Friday implemented a multi-pronged paid media plan in print, radio, digital, mobile, video, social media, and out-of-home (billboards, transit shelters, bus panels) across LA County. This campaign focused on the communities hardest hit by the pandemic and the highest vaccine-hesitant.

The “Rediscover LA” and “Reconnect to LA” campaigns have garnered 90MM OOH impressions, 10MM earned media impressions, and 5MM print and digital ad impressions.

TIMING August 2022 - Current
LANGUAGES English, Spanish, Tagalog, Traditional Chinese, Korean, Armenian
MEDIUM Print, Radio, Digital, Mobile, Video, Social Media, Out-of-Home, Earned Media