L.A. County Department of Mental Health
CARE Court Communications Campaign 2023-2024
To help launch L.A. County’s CARE Court—an ambitious new mental health initiative with statewide implications—Fenton delivered a campaign as complex and far-reaching as the County itself. We broke down a brand-new system into plain, empowering language, developed over 100 multilingual assets, and wrapped it all in a media strategy that made sure everyone—from family members to frontline advocates—knew where to turn. With 30M+ impressions across digital, radio, and print, plus wall-to-wall press coverage, we made CARE Court not just visible, but accessible.
What We Did
- Strategic Communications
- Advertising
- Earned Media
- Digital
- Community Engagement
- Multilingual Communications
- Creative
- Media Relations
- Video Production
- Content Development
- Press Event Management
CHALLENGE
Fenton was brought in to partner with the Los Angeles County Department of Mental Health (LACDMH) to assist with the launch of the Community Assistance, Recovery and Empowerment Initiative, or CARE Court. In coordination with the CEO and Superior Court of California, Los Angeles County’s CARE Court program launch was a highly visible effort important to the initiative’s success, and it served as a basis for other county’s CARE Court programs. Our challenge was to build knowledge of the program among diverse audiences and engage people across L.A. County, so they have the resources and knowledge to take the appropriate steps to submit a petition or to seek help from another LACDMH program.
APPROACH
Fenton developed a comprehensive campaign to build understanding of the CARE Court program: who is eligible, what it does and how it works. The campaign included Advertising, Earned media & press outreach, an online resource center, and community engagement. We created materials in 14 languages, selected a mix of advertising placements to reach the loved ones of people who could potentially qualify for CARE Court, and coordinated press and media coverage for the launch and following months as the program began.
IMPACT
Fenton developed over 100 assets in 14 languages, including an animated video, flyers, Q&As and social media content. Our team coordinated a press conference announcing the launch of L.A. County CARE Court attended by every major local news outlet in the L.A. media market. The advertising program gained 24.6 million Digital Ad Impressions across the county, 6 million impressions in English, Spanish and Mandarin in radio, as well as 910,000 print impressions in English and Spanish.
