Video
Trusted Messenger Story
Hero video content captured community moments, trusted voices and the shared goal of helping more California residents feel informed and supported.
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Project Overview
As California worked to overcome another COVID-19 surge driven by the Delta variant, Health Net had an opportunity to help more residents understand the benefits of vaccination and connect with local access points. The campaign centered on trusted voices, community-based vaccine clinics, and a clear message: listening to medical experts and making vaccines easier to access could help families and communities move forward.
The effort brought together Health Net, local public health partners, community organizations, medical leaders, elected officials, families and a trusted sports figure with deep Southern California ties. Events in East Los Angeles and Ontario created opportunities to speak directly with residents, answer questions, elevate expert guidance and reinforce Health Net's role in bringing vaccines to hard-hit, diverse communities.
Strategy
The strategy focused on pairing trusted messenger storytelling with direct vaccine access. Rather than treating the campaign as a traditional awareness push, the communications approach connected personal credibility, medical expertise and visible community action. The campaign highlighted why vaccination mattered, where residents could go for support, and how local partners were working together to help California reach broader immunity.
As project lead, I partnered with the Centene Corporate Communications team, Health Net teams, public health partners, community organizations and event stakeholders to execute a multi-county communications strategy. My work included media relations, bilingual outreach, social media activation, message coordination, stakeholder alignment and measurement. I also supported vaccine administration through Health Net's mobile RV program and helped lead production of a hero video that captured the campaign's human story.
The messaging drew from the campaign's strongest public health themes: vaccines were key to ending the pandemic, residents deserved access to credible answers, and mobile clinics could help bring care closer to communities that had been harder to reach.
Campaign Assets
Media
Public Awareness Outreach
Targeted earned media elevated vaccine access in East Los Angeles and Ontario while reinforcing the role of medical experts and local partners.
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Community Toolkit
Accessible Messaging
Bilingual social and community messaging helped make vaccine information easier to share with families, residents and hard-hit communities.
Results
The campaign generated coverage across 13 targeted media outlets and delivered approximately 11.5 million media and social media impressions. Beyond media reach, the work helped amplify Health Net's broader vaccine access efforts, which included mobile clinics with local partners and thousands of vaccinations for residents in hard-to-reach areas.
The campaign also strengthened visibility with elected officials, medical leaders and community stakeholders across Los Angeles and San Bernardino counties. Most importantly, it showed how trusted messengers, local access points and clear public health storytelling can work together to support communities during moments of uncertainty.
11.5M
Approximate media and social media impressions.
13
Targeted media outlets generated campaign coverage.
2
Counties activated through community and public health partnerships.