California mental health dept awareness campaign

Californians are overwhelmed and saddened by the homelessness epidemic, and frustrated by what feels like a lack of progress by their government. The state wanted Californians to learn how county health workers across the state are helping people get off the streets for good and to better understand the importance of holistic care for the unhoused.

We rooted our campaign strategy in California as a community, and developed a PSA and messaging platform that felt optimistic yet realistic. Key messages were written in letter form to address everyone as a neighbor and to bring a more personalized touch to this emotionally charged conversation. Peep it: https://www.heyneighborca.org/