Lead with people, not institutional language
Community voices and lived context gave the information a human point of entry.
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Strategy, brand, digital, and communications systems built by the senior team you meet.
All work
Public health · Collaborative campaign
WeConsiderWAPublic health advocacy platform
Cultural understanding became part of the public-health infrastructure.
01The brief
Organizational challenge
Public-health information needed to earn attention and trust within a climate shaped by uncertainty, institutional skepticism, and unequal outcomes.
AudiencesBlack WashingtoniansCommunity partnersPublic-health stakeholdersFamilies
TDF roleSubcontracted creative leadWeb designEditorial UXDigital storytelling
02Strategic insight
Trust could not be designed as persuasion alone. The experience needed to respect hesitation, foreground recognizable voices, and make the next useful piece of information easy to reach.
03Decisions that shaped the work
Create an editorial path
Stories, questions, and resources were structured so visitors could explore without being forced into one linear argument.
Keep the campaign recognizable
Digital and campaign materials shared a disciplined visual system while leaving room for varied stories and formats.
04Delivery and evidence
Broader campaign result
The broader collaborative campaign received PRWeek recognition and was associated with a reported 15-point increase in vaccination rates among Black Washingtonians.
Selected deliverables
Creative execution
Digital experience
Editorial structure
Campaign extensions
TDF was subcontracted to lead the creative and digital execution presented here. The wider campaign involved additional collaborators and the award belongs to that broader effort.
