case study
"Multicultural Behavioral Change"

First launching in Oakland, California and surrounding Alameda County, MED-Project offered residents the infrastructure for safely and responsibly disposing of at-home medical waste – but they lacked the internal resources and expertise needed to:

  • Accurately target and engage underserved & minority populations
  • Scale outreach and communications to reach a culturally-diverse audience – eventually including more than 33 million people across dozens of geographic jurisdictions in 5 states
  • Effectively drive awareness and quantitative behavioral change within these diverse target populations

CDA provided research, creative, and integrated advertising services across traditional and digital channels, with unique multicultural content targeting different populations in different local markets. This approach required the development and execution of dozens of variant creative approaches and media plans, all working in concert with one another.

what we did

  • Solution

    • Research, strategy, marketing plan
    • Media & outreach plan targeting economically underserved populations, especially Spanish speaking and African American communities
    • Multicultural transcreative execution, including localization in 12 languages
    • Data-driven local outreach
    • Cross-media execution and attribution (TV, radio, digital, social)
    • B2B collateral for corporate partnerships including Walmart, Kaiser, CVS, and Rite Aid
    • Multi-state automated call center execution in English and Spanish


  • 32.2M
    total target audience growth
  • 20%
    average bonus media value
  • 100%
    of KPIs across all markets and audience segments for every campaign
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