FEATURED PROJECT
Be a Voice for Change
Daydream Communications and Camelo Communication partnered to produce a public awareness campaign for Tri-City Mental Health Authority in Pomona, California. The goal was to encourage community members to engage with mental health advocacy activities and raise awareness of the organization and its services.
Website Design | Digital Marketing | Content Creation
The Work
Daydream Communications, in partnership with Camelo Communication, developed Be a Voice for Change—a bilingual digital marketing campaign that mobilized community voices around mental health and wellness for
Tri-City Mental Health based in Pomona, California.
The Two-Part Challenge:
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Educate residents on how collective action can strengthen mental health and wellness across the region and encourage them to participate in advocacy opportunities and classes.
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Launch and recruit members for the "Together for Change" community group—part of California's statewide Behavioral Health Services Act
To do this, we developed a bilingual campaign microsite that contained information on all of the ways to get involved and encouraged people to make their voices heard. We also created social posts and collateral material to promote the campaign at events.
The Approach
The 4-week campaign utilized a multi-platform strategy—Google Ads and Meta social media advertising—to drive interested residents to the campaign website, maximizing cost efficiency and effectiveness.
Early results were encouraging: daily website visits averaged 320, with active content engagement indicating steady interest. But the real story emerged when we analyzed the audience behavior. Spanish-speaking audiences showed particularly strong engagement rates that would prove crucial to our success.
Strategic Pivot
With this knowledge we identified an opportunity to reallocate budget from Google Ads to Meta advertising —a strategic pivot that would prove to be the campaign's turning point.
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Before the June 5th Pivot: 252 clicks per day, 65,000 impressions daily
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After June 5th: 476 clicks per day, 99,000 impressions daily
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Net Impact: 89% increase in daily clicks, 52% increase in impressions
The Results
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89% increase in daily clicks after strategic pivot
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9,301 engaged users throughout campaign
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25.1% engagement rate (nearly double industry benchmarks)
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48 applications for Together for Change group
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13,915 total page views across 11,107 sessions
Bilingual Excellence: Spanish campaigns matched English click volume despite 40% fewer impressions, achieving a 0.49% CTR that demonstrated precise audience targeting
Recruitment Success: The "Together for Change" page captured 48% of all clicks, with its traffic share jumping from 38% to 64% after optimization—proving audiences were ready to join the movement
Sustained Interest: Retargeting efforts achieved the campaign's highest CTR of 0.66%, generating 2,710 clicks in just 10 days and confirming that initial interactions created lasting community engagement
