211 Marketing Collateral

211 is an information and referral service for Monterey County that is funded and operated by United Way Monterey County. The service is available by phone and text 24 hours a day, 7 days a week.

In 2019, we developed 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 needs – food, rent, etc. As she picks up a rock with the 211 logo on it and 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.