Bilingual Public Health Campaign for Imperial Valley HIDTA
A five-month fentanyl awareness campaign reaching a bilingual community across digital display and paid social. 2.3 million social impressions. Designed, produced, and delivered by one creative team.
The Challenge
The Imperial Valley Drug Enforcement Task Force needed to reach a diverse, bilingual community with urgent fentanyl awareness messaging. The campaign required culturally relevant creative across multiple formats and languages, built quickly and deployed at scale across digital display and paid social. The creative had to be bold enough to stop people scrolling, and credible enough to drive action.
My Role: I served as the sole creative and strategic resource, handling full design and execution from concept through final delivery. Deliverables included bilingual creative assets in English and Spanish across all required ad sizes, social media assets, multiple revision rounds, and final files in all formats. Total engagement: 20.25 hours across a 5-week production window.
Audience Insights
Spanish-language ads consistently outperformed English in click-through rate. Over 61% of all engagement came from the 25-54 demographic. Retargeting segments reached 0.19-0.20% CTR, above industry benchmarks for public health display.