Technology has changed how we access health care. Unfortunately, many people in Washington do not feel comfortable using the digital tools required to get care, such as patient portals and telehealth apps.

Link to Care WA works to expand digital access for low-income and rural patients through partnerships with community health centers, a statewide support hotline, skill-building workshops, and distributing free devices. Link to Care WA hired Team Soapbox to ensure that patients and clinics in Washington were aware of resources they could use to increase access to care.

Team Soapbox designed multiple campaigns to support Link to Care WA’s communications objectives, including developing a statewide campaign to encourage patients to use the hotline, promoting digital navigation resources that other health care organizations and CBOs could share with their constituents, and promoting the effectiveness of digital navigation programs to health centers who could develop their own programs to better support their patients.

Statewide Marketing Campaign

To promote their statewide support hotline, Link to Care WA hired Team Soapbox to develop a broad marketing campaign that would reach people without consistent access to the internet. We started by using state data to identify the regions with the greatest “digital divides,” and designed a campaign to reach patients tailored to each county.

Team Soapbox created posters in multiple languages and managed a physical poster campaign to place promotional posters in 16 counties across Washington. Posters were placed at grocery stores, community centers, libraries, and other community hotspots to help people learn about digital navigation resources. We also designed and placed billboards in Yakima, where clinics had the most robust support programs for patients.

Team Soapbox developed radio ads in English, Spanish, and Chinese and executed an ad buy with country, regional Mexican, Spanish-language talk radio, and other non-English radio programs that serve rural and low-income parts of the state.

Team Soapbox also managed the development and distribution of posters and branded materials, including t-shirts, magnets, pens, tote bags, hot cold packs and more. We managed orders from 12 clinics across the state, helping participating health centers promote resources with their patients.

Promotional Videos

Team Soapbox helped Link to Care WA promote their services with patients and community health centers by developing three videos.

The first video was a live action production created for health centers to share with patients, highlighting digital navigation services both in person and over the phone. This video explains what patients can expect from clinic-based digital navigation programs and the Link to Care WA hotline. The production process involved location scouting and filming at two separate locations, including working directly with a clinic to film on-site for authentic healthcare settings. Team Soapbox managed the full casting process for actors and developed a comprehensive script that would resonate with diverse patient populations.
To ensure accessibility across Washington's diverse communities, Team Soapbox cast voice over actors in English, Ukrainian, Dari, and Spanish. We partnered with a professional translator company to have the script translated into these languages and coordinated the creation of translated video versions with closed captions, ensuring that digital navigation resources could reach patients regardless of their primary language.

The second video featured in-depth interviews with healthcare staff who participated in building digital navigation programs within health center settings. Team Soapbox developed a strategic list of interview questions that aligned with key messaging around digital navigation services and their measurable impact across the state, particularly focusing on clinics that had successfully implemented these programs. The team produced both a comprehensive longer-form version with supporting b-roll footage and shorter, optimized social media versions to maximize reach across different platforms and audiences.

The third video was an infographic-style data impact video specifically designed to educate state agencies, lawmakers, and potential funders about the tangible impact and effectiveness of digital navigation programs. This animated overview showcased Link to Care WA's efforts to date with compelling data visualization and clear metrics.

Team Soapbox developed detailed storyboards, incorporated ongoing feedback from staff throughout the production process, and managed complex film shoots across multiple locations. The last two videos were particularly notable for their compressed timeline – both were concepted, developed, and shot within just one month. Team Soapbox successfully managed the entire production process and budget within this short timeline, demonstrating the team's ability to deliver high-quality video content under tight deadlines while maintaining production standards and staying on budget.

Social Media Ad Buy

Team Soapbox designed and executed a social media campaign to reach patients and community partners who could share resources with their constituents. From Jan 1 to April 30 2025, We ran ads on Facebook, Instagram, and LinkedIn. Facebook and Instagram ads were aimed at zip codes in digital divide communities to raise awareness about the hotline. We targeted zip codes near community colleges to reach recent graduates who need resources to afford reliable internet. LinkedIn Ads were aimed at Community Based Organizations and government agencies in Washington that serve digital divide communities. Overall, the campaign was a success, generating over 834,000 impressions and 11,968 clicks to the Link to Care WA’s website.

Hotline Promotion

As part of this project, Team Soapbox also coordinated all print and promotional materials related to Link to Care's hotline services. The team handled the complete order lifecycle, beginning with intake management and extending through final delivery. Responsibilities included serving as the primary liaison between the client and print vendors to communicate order specifications, providing cost estimates to the client team for approval, and overseeing the entire production and delivery process to ensure timely fulfillment to multiple clinics across Washington state. Additionally, Team Soapbox managed the financial aspects of these orders by processing payments and maintaining detailed invoice tracking, ensuring both operational efficiency and financial accountability throughout the procurement process.