The TurnTo campaign was originally slated for a one-year run. However, due to its overwhelming success and measurable community engagement, the Texas DHHS extended the contract for an additional three years to continue scaling its impact.
The target demographics—specifically rural Texas populations and the LGBTQIA+ community—are historically underserved and traditionally hesitant to engage with government-backed health resources due to deeply rooted social and medical stigmas.This was not a campaign for long-form documentary content; it had to meet people exactly where they were: quickly scrolling through noisy social media feeds. The challenge was to design a highly sensitive visual language that felt safe, anonymous, authoritative, and deeply human, while providing a clear, frictionless path to care.
To speak to completely different demographics simultaneously, a custom, human-centric design system was created.
Because the subject matter dealt with sensitive mental health concerns, the animation style focused on smooth, fluid, and calming transitions. By avoiding jarring cuts or aggressive, flashy eases, the motion itself reinforced a feeling of comfort, safety, and accessibility.
To scale the campaign, I collaborated with cross-functional teams to prototype and deliver multi-format assets for social, print and digital. I managed the entire pipeline—from initial concept outlines to final export—ensuring visual consistency across hundreds of deliverables. I reconfigured core designs for large-scale media, including city bus wraps and billboards, optimizing layouts for high contrast and maximum legibility in high-traffic spaces.
The visual identity directly anchored local community health events. I designed physical print collateral, including educational pamphlets, brochures, and event signage, to provide a safe, cohesive, and recognizable environment where community members could interact with health representatives and access tangible resources.
By bridging the gap between high-end digital design, technical animation pipelines, and physical environmental design, TurnTo successfully established a trusted network of care for Texas' most vulnerable communities—resulting in a multi-year contract extension and a powerful blueprint for empathetic public health communication.
