CalWORKs
Many families who qualify for benefits never apply—they either don’t know they’re eligible or don’t know how the program could help.
When we were asked to create a new site and media campaign for CalWORKs (California Work Opportunity and Responsibility to Kids), we wanted to make the benefits of the program tangible, so families could see themselves in it.
For the site, I worked with the UX designer to establish UX/UI and wrote all the page copy.
With any benefit program, there's a lot of fine print; our goal was to keep the most important information short, scannable, and readable.
I also wrote the script for the supporting video, which achieved 20 million video views and 15 million video completions, exceeding benchmarks by 145%
The campaign helped 71% of respondents recognize they may be eligible for CalWORKs and led to 150,000 clicks to the site for more info.