Campaign Type: Integrated Public Health Campaign Client: Los Angeles County Department of Public Health / Black Infant Health (BIH) Role: Creative Director + Art Director
Black Infant Health
30-Sec Awareness Commercial Black Infant Health needed to increase awareness of its services, drive traffic to its website, and support enrollment among Black women and families across Los Angeles County. The campaign positioned BIH as a trusted resource offering culturally specific care, community connection, and support throughout pregnancy and early parenthood.
Art
direction
The creative approach centered Black maternal experiences, cultural pride, and the value of face-to-face support. Messaging and imagery were designed to feel welcoming, personal, and community-rooted while reaching families through the channels they use every day.
Testimonial Video Testimonial Video The campaign combined a 30-second awareness commercial with three testimonial videos featuring mothers sharing personal experiences around pregnancy, birth, and early parenthood. The work extended across digital advertising, social media, radio, bus shelters, and bus tails, creating multiple entry points for families to learn more about BIH and connect with its services.
Mobile Banner
OOH Billboard
OOH Impact
100,211,044
Total campaign impressions
10
Bus tails
1,202
Radio spots
70
Bus shelters
8
Social posts
3
Testimonial videos