The Challenge
Find a way to connect Californians to mental health resources in real time. Pandemic developments were rapidly changing with the need for information, guidelines, and resources to keep pace. The challenge was to grow awareness of the available programs and connect Californians to mental health resources in real time with constantly evolving messages and channels. With the health of one affecting the health of all, the campaign had to reach across California’s diverse people and geographies, including disproportionately impacted communities. The effort required a nimble firm already adept at reaching these communities. Media Solutions, a California and Federal contractor, was selected to expedite with urgency and continually evolve the campaign as the pandemic progressed in keeping with State and Federal funding guidelines.
Results
7,164,313,142
impressions delivered
616,111
seeked help directly through chat, website, warm line
60+
earned media interview conducted on outlets across the State of California
How We Did It
To achieve DHCS’s objectives, a wide-reaching campaign was structured based on the following strategies:
- Develop and implement a multi-channel, culturally diverse, integrated campaign that meets audiences where they were, in-language and culture
- Recruit trusted spokespersons as message ambassadors (celebrities, community leaders, influencers)
- Leverage the media spend and partnerships to extend campaign reach
- Deliver a positive message of hope and inclusivity with uplifting and relevant creative
Research insights from partner Research and Analysis of Media (RAM), a global data and consulting firm, informed the audience analysis while tracked, pre-determined KPIs supported continual campaign optimization. Human-centered creative was developed, tested, and deployed across all program assets in English, Spanish, Chinese (Cantonese and Mandarin), Korean, Tagalog, Vietnamese, Farsi, Arabic, and Armenian. Media Solutions targeted outreach to AAPI, Latinos, Adult/Parent, Youth (Millennials and Gen Z), Senior, African American, LGBTQ+, Veteran, and Rural audiences.
Employing paid, organic, and influencer social media, Media Solutions collaborated with DHCS to develop content for the agency’s social media channels. The social influencer campaign included 30 influencers from a wide range of cultural and professional backgrounds, including athletes, musicians, actors, and community activists, sharing CalHOPE’s message in their own voices to reach fans of the various target audiences.
Partnerships were developed with major sports teams, celebrity spokespersons, and trusted community leaders to authentically deliver messages of hope and resources, and to extend the campaign’s reach delivering on community outreach and earned media.
The integrated media strategy delivered partner and community outreach, interviews, public service messages, major league sports sponsorships, celebrity and social influencers, and more. The campaign reached all 58 California counties with concentrated efforts in the 15 counties with the highest incidence of COVID-19, as well as disproportionately impacted communities employing traditional, digital, social, and unique, targeted channels, including faith-based, in-language, and rural-reaching vehicles.
The campaign grew in size and scope, evolving with the pandemic and carrying messages about masking, adapting to a new way of life, vaccinations, safety in school and in public, and directing audiences to CalHope.org for free emotional support resources. Together with DHCS, Media Solutions helped normalize feelings of stress, anxiety, and depression to improve the mental health of Californians during the constantly evolving challenges of the pandemic.
