CHICANOS POR LA CAUSA

In Spring 2025, as part of the Cronkite Agency, I served as one of the Digital Marketing Specialists for Chicanos por la Causa (CPLC) with funding by the Robert Wood Johnson Foundation (RWJF). Our team set out to support RWJF’s mission to improve health equity for parents and children by elevating CPLC’s digital presence.

Our goals were to:

Increase the follower count for CPLC’s @WeAreCPLCAZ Instagram account by 20% by mid-May

Drive 500 new users to CPLC’s health-related website pages by mid-May

Through in-depth audience research, website and social media audits, and data analysis, we identified that community-based, story-driven messaging best resonated with CPLC’s audiences and sought out to highlight CPLC’s authentic mission and support their impact within the community.

Through 20 bilingual social media campaigns (English and Spanish) using Meta, Google, Nextdoor, and Spotify ads, along with two SEO-focused blogs, we exceeded both goals by achieving a 788% increase in followers (from 142 to 1,261) and generating over 10,000 new users to CPLC’s health-related pages.

Paid – Meta Reel

“Improve health equity for parents and children”

With RWJF’s mission being to improve health equity for parents and children, we focused on three of CPLC’s core offerings: Parenting Education, Health Insurance, and Behavioral Health to not only educate parents, but also empower them with tools and support for their mental well-being.

To reach audiences effectively and maintain CPLC’s established branding and visual style, we created and designed infographics, carousel Meta posts, and filmed content for Reels. Our team produced everything in-house — including voiceovers, copywriting, scripting, filming, and editing — to ensure consistent messaging, polished visuals, and an authentic tone that resonated with the community.