Case Study: Save Health Care in Washington
Nonprofit · Public Health Advocacy · Paid & Organic Social · Website Rebrand · Dual-Audience Campaign Strategy
2022 – present · Via Team Soapbox
33,000+ messages delivered to policymakers. 99th percentile Facebook engagement. Measures passed. And a campaign that had to do all of this without ever appearing political.
The Challenge
Washington’s community health centers serve hundreds of thousands of residents - the safety net providers delivering primary care, behavioral health, and preventive services to communities that depend on them. Protecting that network required more than good service. It required advocacy. And advocacy, in a politically charged environment, requires an unusual kind of strategic discipline: create urgency without appearing partisan, mobilize communities without looking organized, and put constituent voices in front of legislators in a way that feels genuine rather than manufactured.
The engagement began in 2022 through Community Health Network of Washington and the Washington Association for Community Health - the organizational infrastructure behind Washington’s community health centers, building toward the 2024 election cycle. As the work evolved, Save Health Care in Washington emerged as the primary public-facing advocacy entity and offshoot of CHNW, carrying the campaign through the legislative session where it mattered most. Through all of it, the social strategy ran on a single consistent thread - one voice, one set of platforms, one mission - adapted across four years of shifting political context.
Working alongside Team Soapbox - who led the engagement - I owned the paid social strategy, created all content assets for social, and completely rebranded the organization’s website in 2025.
The Approach
The dual-audience strategy was the central challenge, which made this engagement genuinely different from a typical advocacy campaign. Community members and legislators require fundamentally different messages, different tones, and different calls to action. But they needed to feel like parts of one coherent effort rather than two disconnected campaigns running in parallel.
The community-facing track focused on making complex healthcare policy legible and urgent for people who didn’t follow Olympia closely; giving everyday residents the language to understand what was at stake and the pathway to act on it. The legislator-facing track needed constituent voices to feel real and immediate - not like an organized campaign, but like genuine community concern arriving in offices and inboxes from people who actually cared.
Staying off the political spectrum while creating urgency required constant calibration. Every piece of content - every ad, every organic post, every website page - had to pass a neutrality test while still moving people to act. That’s harder than it sounds across four years and multiple election and legislative cycles, each with its own stakes and its own noise.
The creative work was hands-on throughout. I produced all social content assets, balancing the organization’s mission voice with the accessibility requirements of a general public audience. The 2025 website rebrand extended that work to the organization’s primary digital home: improved user experience, stronger brand consistency, and a clearer surface of the full breadth of community health center resources.
The constraints were real and worth naming honestly. Budget limitations meant the paid strategy had to work harder than ideal. Backend tracking infrastructure gaps made it difficult to fully quantify social’s specific contribution to message volume reaching policymakers; the 33,000+ messages delivered to Olympia were part of a coordinated multi-channel effort that social supported, but claiming sole credit would overstate what the data can actually confirm. Content follow-through wasn’t always consistent with recommendations. The results happened within those constraints, not in spite of a perfect execution environment.
The Results
680,220+ paid impressions
58,326 engagements
$0.08 cost per engagement
Facebook ad (Meta) performance ranked in the 99th percentile
33,000+ messages delivered to policymakers; social was part of a coordinated multi-channel effort contributing to this outcome
Measures passed in the 2026 legislative session
Website rebranded in 2025; improved UX, strengthened brand consistency, expanded resource visibility
A Note on Measurement: Backend tracking limitations meant social’s specific contribution to message volume couldn’t be fully isolated from other campaign channels. The 33,000+ figure reflects a coordinated effort across multiple touchpoints. What social delivered - 99th percentile engagement, $0.08 CPE, 680,000+ impressions - is documented. The contribution to legislative outcomes is real but appropriately shared.
Digital Platforms: Facebook · Instagram · Website
Services: Paid Social Strategy · Organic Social · Content Asset Creation · Dual-Audience Campaign Strategy · Political Neutrality Navigation · Multi-Cycle Campaign Management · Website Rebrand · UX Improvement · Performance Reporting