california department of public health

Social Media Campaign Strategy & Design

As a Social Media Specialist, I developed visually compelling, high-impact graphics for public health campaigns while also providing creative direction and copywriting. These projects highlight my ability to translate complex health messaging into engaging, accessible, and shareable content.

From concept to execution, I ensured each design aligned with public health goals, audience engagement strategies, and platform best practices, maximizing clarity and impact across digital platforms.

 
 

COVID-19 Home for the Holidays Campaign

 
 

Role: Graphic Designer & Copywriter

Collaborators: Creative Partner

Overview

To promote safe holiday celebrations during the COVID-19 pandemic, I co-developed the Home for the Holidays Campaign, a series of engaging social media graphics encouraging preventive measures in a festive and relatable way.

While collaborating on the campaign’s overall design, I took the lead on two key graphics, designing bold, holiday-themed visuals and crafting compelling copy to balance warmth with urgency.

Concept & Execution

  • Festive & Engaging Visuals – Designed social media graphics that reinforced key safety messages while maintaining a warm, holiday-inspired aesthetic.

  • Original Copywriting – Crafted holiday-themed messaging with clear, concise calls to action (e.g., “Spread holiday cheer, not COVID-19”).

  • Typography & Layout Design – Integrated text, branding, and composition to create polished, shareable assets.

My Contributions

  • Designed campaign graphics, aligning with the provided aesthetic direction for visual consistency.

  • Crafted original copy to make safety messaging engaging and memorable.

Impact

  • Seamlessly integrated public health messaging with seasonal themes, making safety reminders more approachable and relevant.

  • Enhanced engagement and awareness through visually compelling, shareable content.

  • Supported statewide COVID-19 prevention efforts with clear, creative communication.

 
 

COVID-19 Health Care Heroes Campaign

 

Role: Concept Development & Copywriting Support

Collaborators: Creative Partner

Overview

During the height of the COVID-19 pandemic, frontline health care workers faced exhaustion and burnout, yet they continued showing up every day to protect their communities. The challenge was to encourage them to prioritize safety without diminishing their sacrifices.

My creative partner and I collaborated on the campaign concept, centering it around gratitude and empowerment while embedding safety messaging in an uplifting rather than instructional way. Through thoughtful wordplay and bold visuals, the campaign reinforced health precautions while celebrating their resilience. I also worked on refining copy for the graphics, ensuring the messaging was both motivational and action-driven.

Concept & Execution

  • Empowerment Through Language – Instead of directive messaging, the campaign used wordplay and bold affirmations to inspire strength while reinforcing safety.

  • Strategic Word Emphasis – Key words like “THANK,” “YOU,” “STAY,” and “STRONG” were highlighted to reinforce themes of resilience and precaution.

  • Balancing Recognition & Safety – The messaging doubled as a thank-you campaign, seamlessly integrating health reminders (e.g., “Keep up the good work. Whether on the job or at home, stay safe.”).

My Contributions

  • Developed the campaign’s core concept, ensuring safety messaging felt respectful, empowering, and engaging.

  • Created the strategic wordplay approach, emphasizing words that linked strength, resilience, and safety.

  • Collaborated on copywriting, ensuring the tone remained uplifting while reinforcing key health behaviors.

Impact

  • Transformed safety messaging into an empowering, gratitude-driven campaign that resonated with frontline workers.

  • Engaged health care workers with wordplay and motivational language, making the content memorable and shareable.

  • Successfully balanced appreciation with public health priorities, ensuring safety was encouraged without feeling like an extra burden.

 
 
 

#IAmTraumaAware – National Trauma Awareness Month Campaign

 
 

Role: Campaign Concept Development, Graphic Design, Copywriting

Collaborators: California Office of the Surgeon General, ACEs Aware, Creative Partner

Overview

In recognition of National Trauma Awareness Month, the California Department of Public Health and the California Office of the Surgeon General, in collaboration with ACEs Aware, launched #IAmTraumaAware—a social media campaign designed to support trauma survivors and connect individuals with healing resources.

The campaign acknowledged the long-term impact of trauma, particularly as individuals navigated the mental health effects of the COVID-19 pandemic. I co-developed the campaign concept, designed graphics, and crafted copy, working closely with a creative partner to ensure a cohesive, sensitive, and impactful approach.

Concept & Execution

  • Normalizing Conversations Around Trauma – Focused messaging on self-compassion, resilience, and healing, avoiding clinical or overwhelming language.

  • Minimalist & Calming Aesthetic – Designed soothing, gradient-based visuals with simple, affirming messages to foster ease and approachability.

  • Empowering & Uplifting Copywriting – Crafted short, impactful phrases (e.g., “Prioritize your peace.” “You are not your worst moment.”) to encourage individuals to acknowledge their experiences without shame.

  • Cross-Agency Collaboration – Ensured visual and messaging consistency across CDPH and the Office of the Surgeon General, maintaining a unified brand presence.

My Contributions

  • Co-developed the campaign concept, ensuring messaging was supportive, accessible, and aligned with trauma-informed principles.

  • Designed graphics in collaboration with a creative partner, incorporating gentle, calming colors and layouts.

  • Crafted affirmational copy, focusing on resilience, healing, and self-compassion.

  • Refined messaging across partner organizations, ensuring a consistent and thoughtful campaign approach.

Impact

  • Increased awareness of trauma-informed care and resources during National Trauma Awareness Month.

  • Encouraged open conversations about mental health and healing, making trauma awareness more accessible and approachable.

  • Strengthened cross-agency engagement, ensuring a collaborative and unified campaign.

 
 
 

Occupational Mental Health – Mental Health Awareness Month Campaign

 

Role: Campaign Concept Development, Graphic Design, Copy Review & Approval

Collaborators: Communications intern, Subject Matter Experts

Overview

Following the COVID-19 pandemic, a public health program raised concerns about the rise in suicidal ideation among workers, emphasizing the urgent need for workplace mental health support. In response, I conceptualized the Occupational Mental Health Campaign to reduce stigma, encourage help-seeking, and equip employers with tools to foster mental well-being.

To ensure a lasting impact, I expanded the initiative beyond a traditional awareness campaign by developing the Occupational Mental Health Toolkit—a resource offering practical strategies for employers to create healthier workplace environments. The toolkit provided guidance on listening to employee concerns, improving mental health policies, and leveraging support services like Employee Assistance Programs (EAPs).

Concept & Execution

  • Addressing Workplace Mental Health Post-Pandemic – Highlighted the rise in mental health struggles and the role of workplace support in improving well-being and preventing crises.

  • Occupational Mental Health Toolkit – Developed a practical resource to help employers understand mental health challenges and implement effective workplace strategies.

  • Professional Yet Supportive Aesthetic – Designed clean, modern graphics that balanced credibility with warmth, making the content inviting and easy to digest.

  • Collaborative Copy Development – Guided and reviewed copy written by an intern, ensuring messaging was empathetic, clear, and actionable.

  • Employer-Focused Call to Action – Encouraged leadership teams to take an active role in mental health initiatives, shifting the focus from individual responsibility to organizational support.

My Contributions

  • Identified the need for a workplace-focused mental health campaign based on direct concerns from a public health program.

  • Developed the concept for the Occupational Mental Health Toolkit, expanding the campaign’s reach and long-term impact.

  • Designed all campaign graphics, ensuring a cohesive and professional visual identity.

  • Reviewed and refined copy, guiding our communications intern to enhance clarity, compassion, and effectiveness.

  • Aligned messaging with public health goals, ensuring the campaign effectively addressed both employee well-being and employer responsibilities.

Impact

  • Increased awareness of workplace mental health, emphasizing the critical role of employer-driven initiatives.

  • Launched a practical toolkit that provided actionable steps, ensuring the campaign moved beyond awareness to real workplace solutions.

  • Fostered open conversations about mental health at work, helping to reduce stigma and normalize support-seeking behaviors.