MAIA SCIUPAC
Community
Billboard Campaign
Alameda County District Attorney's Office
Reframing public perception through brand strategy and human-centered design
Challenge
In Oakland, child sex trafficking was widely misunderstood and often dismissed as a “victimless” crime. The Alameda County District Attorney’s Office needed a campaign that could transform public apathy into empathy, shift language and perception, and reach both community members and victims themselves—all with limited funding and high political sensitivity.
Solution
As Brand and Communications Lead, I directed a multi-agency initiative with Clear Channel Outdoor, MISSSEY (a survivor-led nonprofit), and community advocates. Using human-centered design, we conducted survivor and parent focus groups, developed user personas and journey maps, and tested messaging to ensure cultural and emotional resonance. The resulting Protect Oakland Kids campaign deployed 30 billboards and 27 bus shelters in English, Spanish, and Chinese across Oakland, paired with a digital engagement strategy, CRM funnel, and coordinated press launch during National Human Trafficking Awareness Month.
My Role
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Led brand strategy, creative direction, and stakeholder alignment across four partner organizations.
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Oversaw design, copy, and media placement, ensuring language and imagery reflected survivor insights.
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Directed digital engagement and content strategy, integrating website, social, and CRM systems.
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Managed press relations, campaign launch, and post-campaign analytics to assess performance.
Campaign Images
Impact
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19× increase in calls to the National Human Trafficking Hotline—the highest in the nation.
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2,000+ website visits and several thousand dollars in donations within 60 days.
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67% growth in Twitter followers and 27% increase in Facebook engagement.
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Secured 50+ outdoor placements at reduced cost through partner negotiations.
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Campaign adopted as a statewide model for empathy-driven public communication.
Takeaway
By combining brand strategy, creative direction, and human-centered research, I transformed a stigmatized issue into a unifying story—proving that empathy and design can mobilize communities and deliver measurable social impact.