Advertisement – City of San Diego Measure B Ad

Challenge:
San Diego’s residential trash and recycling services were under review as part of Measure B, prompting a second round of public open houses. The city needed to boost resident turnout and engagement, while communicating complex service options, cost implications, and findings from the first round of outreach. The challenge was to inform and activate a diverse audience across the city, encouraging them to attend events and participate in decision-making.

Approach:
Collaborated with Cook + Schmid to develop a targeted advertising campaign aimed at driving community involvement. I created a cohesive set of outreach materials, including digital ads, a business mailer, and a tradeshow booth sign centered on clear, inviting messaging and consistent visual branding. A QR code was integrated throughout the campaign to direct residents to an informational website and public questionnaire. Messaging emphasized transparency, accessibility, and the importance of resident input in shaping the future of city services.

Results:
The campaign successfully raised awareness of the Measure B initiative and increased public participation in the second round of open houses. The strategic use of QR codes and well-designed materials made it easier for residents to engage with the content and share feedback. The effort helped reinforce the city’s commitment to transparent, community-led decision-making regarding essential public services.