Oregon Forward Statewide Social Media Campaign
Clarity served as the copywriting lead for the statewide Oregon Forward COVID-19 safety campaign, a joint effort of OHSU, the Oregon Health Authority, the Oregon Governor’s Office, and local partners.
Each week, we received a broad topic (ex: “mask etiquette,” “safe socializing,” “how vaccines work”) to address in clear, actionable social media posts that would be distributed across multiple channels.
Far from just a copywriting assignment, Oregon Forward was a sustained, multi-year strategic communications effort that required us to translate rapidly evolving public health guidance into accessible language that felt warm and human. The campaign was an early effort to educate Oregonians at a time when information was changing rapidly, trust in institutions was fragile, and it was imperative that the messages resonate across lines of geography, language, political, and cultural context.
Clarity’s role included developing the content framework that governed how each week’s topics were framed, sequenced, and adapted across channels while also crafting individual posts that maintained a consistent, trustworthy, and relatable voice. This required close coordination with government and public health stakeholders, a disciplined approach to simplifying information without oversimplifying it, and the ability to craft crisp, accurate copy on tight deadlines.
In 2020 alone, the campaign generated 1,188 published messages, 3.8 million impressions and 27,062 social media engagements.