At the height of the COVID-19 pandemic, as communities grappled with uncertainty and rapidly evolving guidance, a prominent regional news organization stepped into a critical public service role. Traditional reporting alone proved insufficient to meet the moment—especially for non-English-speaking residents who faced barriers to accurate, timely information on public health, vaccines, and economic relief.

In response, we led the design and execution of a dynamic, bilingual digital engagement strategy for a local news organization. At its core were interactive live-streamed Q&A sessions with medical experts and government officials, offering direct access to credible information. To ensure broad accessibility, we simultaneously launched “Chat en Vivo,” a Spanish-language series tailored to the needs of the community.

Engagement soared: the livestream series drew more than 1 million viewers, with interaction rates three times higher than traditional government channels. Surveys showed a 95% increase in public confidence among participants, particularly in underrepresented groups.

The program’s impact reverberated nationally. By combining journalistic trust, digital innovation, and multilingual inclusion, the campaign set a new benchmark for public communications in times of crisis—proving that accessibility and authenticity are inseparable from effectiveness.

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