Case Study · Integrated Campaign · June 2023 — Ongoing
California Certified
Wellness Coach Campaign
Produced at Wondros, a mission-driven creative agency founded by Jesse Dylan.Nearly half of California’s youth struggle with mental and behavioral health. As part of the state’s $4.7B Children and Youth Behavioral Health Initiative, HCAI created an entirely new frontline profession — the Certified Wellness Coach — and needed to build that workforce from scratch, statewide, before certification even opened.
A 43-month phased campaign — awareness, recruitment, and activation — spanning paid, owned, and earned media, with community engagement at the center. Launched before the certification portal was live. Hit the primary recruitment milestone four months ahead of schedule.
700+ partner organizations statewide. Career fairs, Lunch & Learn sessions, campus events, and direct outreach to LEAs and CBOs.
Meta, TikTok, Snapchat, LinkedIn, OTT, and display — all anchored by the Community Narrative Video.
T-shirts, totes, palm cards, flyers, and branded give-aways — in English and Spanish.
Facebook: 36.9M impressions, 321K+ engagements. Instagram: 24.5M views. Weekly custom content across all platforms.
