Extremely hot weather is a major public health concern in California. That’s why Listos California, based at the Governor’s Office of Emergency Services, worked with marketing agency Xomad to create a campaign aimed at educating vulnerable populations on how to stay safe in dangerously high temperatures. 

The campaign won gold for Social Media Campaign of the Year in the advocacy category.

Listos California’s “Summer of Safety” campaign featured social media content from 58 diverse California-based creators in 27 cities. The content creators addressed their local communities directly, acting as trusted messengers of public safety announcements regarding staying hydrated, wearing loose and lightweight clothing, remaining indoors and recognizing the signs of heat stroke.

The personalized messages on Instagram, TikTok and other platforms targeted at-risk groups including the elderly and those with preexisting health conditions. By delivering the information in seven languages—English, Spanish, Punjabi, Vietnamese, Somali, Canto and Taiwanese—the campaign sought to effectively connect with an audience in need. 

“Summer of Safety” reached 4.5 million people in total, with more than 39,500 engagements over two months and approximately 8,000 viewers visiting the Listos California website, according to the agency.