IPRN Projects

(W)right On manages an education campaign for the San Diego Tourism Marketing District (SDTMD) to raise awareness and understanding about the organization amongst its stakeholders which include hoteliers, their employees, the broader tourism industry, city officials and everyone who lives or works in the City of San Diego.

The SDTMD raises funding for tourism promotion. When more visitors stay in San Diego hotels, the city and its citizens benefit from more vital tax dollars. The pandemic had a devastating impact on tourism and tourism taxes, but by late 2021 San Diego’s industry was showing signs of a faster recovery than competing destinations. The WOC team updated SDTMD’s ‘Tourism Matters’ campaign to show how SDTMD’s timely investments in tourism promotion helped restore hotel bed taxes, tourism employment and visitor spending benefiting everyone.

A three-minute video helped to humanize this impact and tell the story in a simple but engaging way. The campaign also included website content, infographics, annual report, quarterly postcard and regular social media posts. By telling this story and educating all tourism stakeholders, the SDTMD was able to secure unanimous approval for a FY23 $38 million tourism promotion budget representing a $10 million increase in funding from the prior year.

The A Shot Toward campaign was developed to equip grantee community-based organizations (CBOs) with the messaging and resources they needed to increase vaccine confidence and vaccination rates in their communities. JPA Health developed a comprehensive and customizable suite of materials for the CBOs to support their goals.

To increase vaccine confidence and improve COVID-19 and influenza vaccination rates, Community Catalyst (a leading non-profit national health advocacy organization that partners with local, state and national advocates to advance health equity and justice)  approached JPA Health to equip VEAP CBOs with the communications resources to reach and engage their communities.

To ensure we provided the right assistance, JPA surveyed all 90 CBOs to assess their perceived needs and barriers within the community. We also had in-depth interviews with about 20 of the CBOs to gain a deeper understanding of these challenges. This research guided the development of our strategic platform, A Shot Towards. Using the message frameworks as our primary guide, we developed a comprehensive suite of materials for the CBOs.

Our total budget for this project was $600,000, of which we have spent approximately $320,000. The remaining budget will be used to complete the additional toolkit materials, including testimonial videos, deep-dive library, translation of all the materials in six languages and providing ongoing technical assistance to the CBOs and strategic planning and thought leadership for Community Catalyst.

To raise awareness about the importance of early detection and prevention, and to honor local cancer survivors, the University of Puerto Rico Comprehensive Cancer Center (CCCUPR logo with full name), created El Paseo de las Campanas, an aerial installation that took over the iconic and worldwide known Fortaleza Street located in Old San Juan. The installation had more than 800 bells decorated with ribbons of different colors representing the different types of cancer. The installation was up during the month of June, National Cancer Survivor Month.

After months of public relations and public affairs planning, an agreement was reached to make the installation alongside an opening event and an event at La Fortaleza of Puerto Rico, the Governor’s mansion. The inaugural event was preceded by a press conference that received wide local news coverage and that was conducted by the Secretary of Health of Puerto Rico, executives from the Government of Puerto Rico, and a variety of cancer survivors that included high-profile personalities from the media and the government. Each one of the survivors had the opportunity to share their testimony and ring the ceremonial bell. In just one month, the efforts’ results netted $75,066 in earned media, with only $12,000 invested in public relations and public affairs efforts.