Protect Your Circle
A bilingual, four-channel public health campaign that beat every benchmark it was given — social, broadcast, transit, and billboards, under one creative identity.
Reach a whole city — in two languages, without wasted impressions
Bridgeport is Connecticut’s largest city, with deep linguistic and cultural diversity. The Department of Public Health needed a campaign that reached residents in six densely populated ZIP codes, delivered equitably in English and Spanish, and kept every dollar inside the target geography.
100,000+ residents through paid social media
500,000+ paid social impressions
Original English- and Spanish-language creative — not dubs
Extend beyond digital with broadcast and out-of-home
One campaign architecture, four delivery systems
Every channel solved a different reach problem while carrying the same visual identity and public health message.
Original creative
Eight original :30 spots — four English, four Spanish — concepted, scripted, and produced with DPH leadership on camera.
8 videos · 2 languagesPaid social
Separate English and Spanish ad sets, geotargeted to the six priority ZIP codes for clean reporting by language.
6 ZIP codesBroadcast TV
News 12 and complementary cable reached households in trusted local news environments over six consecutive weeks.
294 airingsOut-of-home
Ten rotating bus tails and six billboards created sustained visibility across commuter routes and neighborhoods.
16 placementsReal messengers, real language
The Spanish spots were produced as original creative — not dubbed or subtitled versions of the English assets. Department heads and employees appeared on camera, giving the campaign recognizable, credible voices.
Every benchmark, exceeded
Both primary paid-social benchmarks were beaten before counting 35,680 measured television impressions or any bus tail and billboard exposure.
| Ad set | Reach | Impressions | Avg. frequency |
|---|---|---|---|
| English | 67,000+ | 285,000 | 4.25× |
| Spanish | 40,000+ | 267,000 | 6.67× |
| Combined | 107,000+ | 552,000 | 5.16× |
We watch the work after it ships
The billboard we refused to accept
Mid-flight, an in-market inspection found that the Route 8 northbound billboard wasn’t delivering the visibility the client paid for. We raised the issue, secured a stronger replacement location on North Avenue — and kept the original posted temporarily at no added cost. The correction happened while the campaign was live, protecting the investment and creating bonus inventory.
Have a message your whole city needs to hear?
We plan, produce, place, and prove it — in every language your audience speaks.
Start your campaign