211 is an information and referral service for Monterey County funded United Way Monterey County. The service is available by phone and text 24 hours a day, 7 days a week.
In 2019, we develop a new marketing campaign for the service. The campaign revolved around the PSA, where a young woman is walking down the beach with a contemplative expression on her face. The narrative implies she needs help with basic need - food, rent, etc. As she picks up a rock with the 211 logo on it, a look of relief comes over her. I used b-roll footage from the PSA to create an exterior bus ad and printed bilingual marketing materials. I took additional photos of the 211 rock to create the bilingual interior bus ads.