Campaigns
Take Good Care: A Preventive Health Campaign Rooted in Trust
01 / The Challenge
The Challenge
Black and Hispanic women face higher rates of chronic disease, yet often encounter systemic barriers to preventive care. Our client needed a campaign to reach women ages 45–54 in underserved counties with something rare in government health: credibility, cultural fluency, and design that resonates.
02 / The Shift
The Shift We Made
We transformed preventive health content into an inclusive, empathetic campaign that spoke to people in a human way. We launched Take Good Care across four states, driving a measurable increase in site traffic and intent to act on clinical services.
03 / The Work
How We Did It
- I led creative strategy and design direction for the campaign, from segmentation through execution
- Built a bilingual campaign identity that felt bold, human, and culturally grounded
- Designed 30+ materials, from palm cards to digital ad units, all 508-compliant and plain language-certified
- Collaborated with behavioral scientists to make sure message framing increased self-efficacy, not fear
- Developed a full visual content ecosystem, including paid/organic social, infographics, and direct outreach kits
04 / What Happened Next
What Happened Next
05 / Why It Mattered
Why It Mattered
Design needs to do more than inform. It must build trust and reduce fear so people feel ready to act. Take Good Care succeeded because every color, word, and layout choice supported this goal.