Health Care Access and Information
The California Department of Health Care Access and Information created the Certified Wellness Coach role to expand mental health support for children and youth, but a new profession cannot scale until people understand what it is, why it matters, and how to take part. Wondros turned the certification into a statewide adoption effort, building the role narrative, audience pathways, bilingual campaign, employer messaging, partner outreach, and public-facing tools needed to reach candidates, schools, employers, families, and communities across California.
HCAI Mission Film
Branding
We built a brand strategy, visual identity, and voice that made a new public role feel credible, hopeful, and human. Rooted in hope, support, and belonging, the system reflects the diversity of California’s children, youth, future coaches, employers, and communities.
Campaign Design
We designed an integrated statewide campaign to recruit a diverse workforce of Certified Wellness Coaches. Audience pathways and media strategy helped the right messages reach candidates, employers, education programs, families, and communities through the channels most likely to move them forward.
Communications
Message testing helped us build distinct communications for candidates, employers, education programs, and the broader public. Across owned, earned, paid, digital, and social channels, we use the language most likely to clarify the role, answer barriers, and support recruitment.
Community
Engagement
Ongoing outreach, partnerships, and local events help the role travel through trusted community relationships. We equip local voices with clear information and create pathways for candidates with varied educational backgrounds and lived experience to see themselves in the workforce.
Design Research
Qualitative and quantitative research revealed what each audience needed to understand, believe, and do. Market research, pulse surveys, GIS mapping, and interviews with candidates, youth, parents, school leaders, experts, and community organizations shaped the strategy, messaging, creative, and recruitment pathways.
Social Media
Organic and paid social content gives each audience a practical way into the program, from understanding the role and certification pathways to hearing directly from coaches and employers. We also manage online communities, including a LinkedIn Group where prospective coaches and employers can ask questions, share information, and stay connected.
Analytics
We track engagement, conversion, and audience behavior to see where people move forward and where they drop away. Those findings continuously refine the messaging, media, outreach, and digital experience so the campaign can reach and convert more of California’s diverse audiences.
Digital Platforms
We designed and developed the Certified Wellness Coach website as a shared entry point for the entire ecosystem, guiding candidates through certification while helping employers and education programs understand their roles and take the next step.
