COVID-19 SOCIAL INITIATIVE
THE CHALLENGE
During the height of Covid-19, Austin’s Hispanic community faced disproportionate hospitalizations and deaths. Traditional health messaging wasn’t resonating, and we needed a culturally relevant way to shift behavior and normalize safety practices.
THE IDEA
We reframed safety measures as acts of care, not burdens—transforming city walls into educational centers. Partnering with Texas artists, we created murals embedded with QR codes that blended art, culture, and public health. Each piece reflected a unique voice while driving access to lifesaving information.
Location: 2701 E. MLK Blvd, Austin, TX | Artist: Bayo
Location: 901 Tillery, Austin, TX | Artist: Uloang
Location: Edinburg, TX (Rio Grande Valley) | Artist: Pop_Culture
Location: Downtown. El Paso, TX | Artist: Cimi
SOCIAL MEDIA
NON-TRADITIONAL MEDIA
PRESS COVERAGE
RESULTS
The “No Seas Wey” campaign sparked conversation across Austin and beyond. Murals became trusted touchpoints for health information, social content spread awareness through culturally resonant humor, and non-traditional media like stickers amplified reach. Local media coverage helped normalize mask-wearing and community care.
ROLE
Among two other friends from the advertising industry, I co-founded the initiative. We championed the creative vision, and rallied artists, stakeholders, and public health advocates around the idea. By giving creatives freedom while anchoring the message, We ensured the campaign was both authentic and effective.