Case Study 6: Public Health Education & Advocacy Campaign

Overview

Most people don't know that glyphosate, the world's most widely used herbicide, is present in the food, water, air, and green spaces their families encounter every day. The challenge was to close that awareness gap: taking a complex, science-heavy environmental health issue and making it legible, urgent, and actionable for a general audience, delivered through a distributed network of over 100,000 community advocates.

Strategy

Developed a multi-channel public health education campaign translating peer-reviewed research on glyphosate exposure into accessible, audience-specific content

Built a segmented messaging framework addressing distinct risk profiles, pregnant women, infants, toddlers, and families, each with tailored entry points into the issue

Created a problem-solution content system including educational carousels, a campaign playbook, consumer flyers, and community distribution tools designed for advocate-led sharing

Sequenced content to lead with education and awareness before introducing product solutions, building trust through information rather than promotion

Equipped a grassroots advocate network to carry the campaign into their communities with consistent, credible messaging

Impact

Shifted audience awareness of an invisible environmental health issue affecting 4 in 5 Americans

Built a scalable, advocate-distributed content library deployed across social, email, and direct community channels

Demonstrated that complex public health topics can drive both community engagement and measurable business results when education leads

Role

Public Health Communications
Issue-Based Campaign Development
Audience Segmentation Strategy
Content System Design
Community Advocate Enablement