PUBLIC AWARENESS CAMPAIGN
Making complex life-saving information easy to understand
The Texas Department of State Health Services (DSHS) was on a mission to safeguard the health and quality of life for Texas families—especially those living near hazardous substance sources—through an educational series on recognizing and avoiding harmful substances and situations.
Our Assignment
With a focus on vapor intrusion, metal contamination in soil, and exposure pathways, we were tasked with presenting dense and scientifically complex information in a simple, easy-to-understand way. Additionally, we were to develop a communications plan to push this important information out to residents throughout the state.
CLIENT:
RESULTS:
"A"
Vendor performance rating awarded by DSHS through the Texas comptroller of public accounts
EPA
Adopted video for use
Here’s how we did it
We began by developing a “Heroic” concept that depicted Texans as the superheroes in their own lives by learning how to protect themselves and their loved ones against hazardous substances. We wove the concept into a series of explainer videos on each of the three topics using conversational language and simple, colorful imagery—each delivered in multiple formats for accessibility.
Once videos were in production, we developed a communications plan that included English and Spanish versions, the use of both earned and owned social media, and delivery via a variety of channels that linked the viewer directly to the videos.
Tactics
- Explainer video series
- Communications plan
- Social media teasers
- All deliverables in English and Spanish languages in multiple formats for accessibility
Results
Our clients at DSHS were so pleased, Steel was awarded an “A” rating for vendor performance through the Texas comptroller of public accounts for “exceptional customer service response.”
