Campaigns
Reaching Rural and LGBTQIA+ Communities in 4 Languages
01 / The Challenge
The Challenge
Vaccine hesitancy remained high in rural areas and among LGBTQIA+ communities, often fueled by misinformation and long-standing gaps in culturally competent care. The University of Maryland needed communication that did more than translate facts. It had to build trust in places where it had been missing for years.
02 / The Shift
The Shift We Made
We moved from simple translation to transcreation, shaping multilingual content that respected each community’s lived experience. The approach centered local relationships and aimed to meet people in the channels where they were already talking about health.
03 / The Work
How We Did It
I led design strategy to keep every design culturally relevant, visually inviting, and easy to share.
- Created 50+ social assets and audio clips in Spanish, Mandarin, Haitian Creole, and Vietnamese
- Partnered with linguists to develop gender-neutral Spanish, challenging grammatical norms for equity
- Led visual/editorial strategy grounded in plain language and cultural fluency
- Designed flexible templates for use across Facebook, Instagram, and WhatsApp
04 / What Happened Next
What Happened Next
05 / Why It Mattered
Why It Mattered
This work helped rebuild trust. By creating materials that felt genuinely reflective of the people they spoke to, we made the public health response more inclusive and more effective.