Infrastructure Expansion Communications Strategy

La Familia Counseling Center, in partnership with Health Impact, needed to quickly raise awareness around its new Ask A Nurse telehealth resource during a critical stage of the COVID-19 pandemic.

As families prepared to gather during the holiday season, the campaign aimed to help prevent another surge in underserved Latino communities by connecting residents with trusted, accessible health information. With misinformation continuing to circulate, the challenge was delivering credible guidance quickly and effectively to high-risk audiences across the Sacramento region.

SociosPR approached the campaign through the lens of urgency, accessibility, and community trust, recognizing that effective public health communication depends on both clarity and cultural relevance.

The strategy centered on bilingual, action-oriented messaging that encouraged Hispanic and Latino households to engage directly with trusted healthcare professionals through the Ask A Nurse telehealth service. Messaging and creative placements were intentionally designed to meet communities where they were already consuming information across digital, broadcast, and neighborhood-based channels.

SociosPR launched a rapid-response bilingual paid media and outreach campaign designed to distribute critical COVID-19 information quickly across Hispanic and Latino communities throughout the Sacramento region.

To support the campaign, SociosPR:

• Developed bilingual creative assets for digital, social media, and out-of-home advertising placements
• Deployed digital billboard advertising across high-visibility Hispanic and Latino neighborhoods
• Executed targeted social media advertising campaigns designed to drive awareness and engagement
• Conducted regional media outreach to amplify visibility through trusted local media channels
• Coordinated campaign messaging across paid, digital, and media platforms to maintain consistency and accessibility
• Planned, developed, and launched the campaign within 15 days to support urgent holiday surge prevention efforts

The multichannel approach helped ensure trusted health information reached communities quickly through familiar and accessible communication channels.

The campaign generated more than 4.3 million digital out-of-home impressions, 1.9 million television impressions, and 1.4 million radio impressions across the Sacramento region.

Email marketing performance also surpassed industry benchmarks, achieving a 22.03% view rate and a 1.68% click rate.

By combining bilingual messaging, targeted outreach, and trusted healthcare-centered communications, the campaign helped expand access to critical COVID-19 information for Hispanic and Latino families during a time-sensitive public health moment.