PUBLIC HEALTH CAMPAIGN
SOUTHERN CALIFORNIA | High Desert
SERVICES: Video Production, Photography, Creative Direction, Media, Website
OVERVIEW
Our Health, Our High Desert was a rapid-response public health campaign designed to build COVID-19 vaccine awareness and confidence across Southern California’s High Desert. In just 10 weeks, the fully integrated, bilingual campaign generated over 8.23 million impressions, far exceeding initial goals.
AMPLFYING A MESSAGE OF COVID-19 AWARENESS ACROSS THE HIGH DESERT
OUR ROLE
hake was brought in at the eleventh hour to create, produce and launch a fully bilingual, multi-channel public health campaign in under 30 days for San Bernardino County in partnership with Providence St. Mary Medical Center. We led strategy, creative development, video production, website design and media placement across CTV platforms, billboards and Cinemark theaters.
THE APPROACH
The campaign was built around a clear rallying cry grounded in community—Our Health, Our High Desert.
Strategy priorities included:
Building vaccine confidence through tailored, bilingual, community-specific messaging
Utilizing trusted hyper-local messengers in ads to lead outreach and education
Pairing education with clear pathways to vaccine access
THE OUTCOME
The campaign significantly exceeded benchmarks:
8.23M total impressions in 10 weeks
19.6× the original campaign impression goal of 250k
43% of impressions identified as Hispanic / Latino, meeting core audience goals
2× the industry-average video completion rate (34%)
Over 8,500 referrals to MyTurn.gov, directly supporting vaccination access
Nearly 40% of site traffic via Spanish-language pages
WHAT IT SHOWS
Our ability to move quickly across strategy, creative and media enables clients to respond in real time with credible campaigns that outperform expectations at scale.
