Health Care Access and Information
Nearly half of California’s youth are grappling with mental health challenges, but a vital new workforce of Certified Wellness Coaches is offering help. Wondros and NORC are spearheading a statewide campaign for the California Department of Health Care Access and Information (HCAI) to recruit individuals dedicated to providing much-needed support for the overall physical, emotional, and mental well-being of California’s youth.
HCAI Mission Film
Branding
We crafted a branding strategy, look, feel, and voice for HCAI that represents a happier, healthier California. Rooted in the brand’s core values—hope, support, and belonging—our visual identity is vibrant and hopeful, with imagery as diverse as the children and youth the program serves.
Campaign Design
Starting with the overall strategy, we designed a 360 integrated campaign to recruit a diverse and robust workforce of Certified Wellness Coaches. We also craft media strategies to deliver relevant messages to the right audiences through the most effective channels.
Communications
Using data-driven insights from message testing, we regularly communicate with four distinct audiences. We use the most impactful messaging across all media channels—including Owned, Earned, Digital, Paid and Social Media—which we continually optimize to drive awareness, engagement and recruitment.
Community
Engagement
Through continuous outreach, strategic partnerships, and local events, Wondros is building community awareness and trust in Certified Wellness Coaches. We are working with trusted local voices to share information and recruit diverse candidates with educational and lived experiences.
Design Research
Our human-centered approach combines qualitative and quantitative research to uncover audience needs and barriers. This included market research, pulse surveys, GIS mapping, and in-depth interviews with potential candidates, youth, parents, school administrators, experts, and community-based organizations. Our insights informed everything from strategy to creative.
Social Media
Our ongoing social media campaign is crafted to resonate with diverse audiences. We make a steady cadence of organic and paid social media content highlighting key information, various pathways to Certification, and testimonials to grow the social channels, drive awareness, engagement, and recruitment for the program across all social media channels. We directly manage online communities, including a LinkedIn Group for new CWCs and prospective Employers.
Analytics
By tracking engagement, conversion rates, and audience behavior, we provide actionable insights that refine our communications and campaigns, ensuring they effectively reach and resonate with the diverse populations served by the Certified Wellness Coach program.
Digital Platforms
We designed and developed the California Certified Wellness Coach website, which guides future Wellness Coaches through the certification process while also supporting employers and education programs in joining the ecosystem.
