Listos California Case Study | XOMAD

Listos California

#ListosCalifornia: Mobilizing Local Messengers to Protect Californians from Extreme Heat

CampaignInnovation & Insights

THE CHALLENGE

California's increasingly intense heatwaves are a growing danger to vulnerable populations and critical infrastructure. This pressing danger highlighted a major challenge for Listos California: how to deliver life-saving guidance to the state's diverse, multilingual communities before a crisis. Recognizing that a one-size-fits-all approach wouldn't work, the campaign launched a grassroots effort to reach multiple communities in the many languages spoken across California, proactively addressing a critical gap in emergency preparedness.

Our approach

#ListosCalifornia

Mobilizing Local Messengers to Share Safety Tips

XOMAD partnered with 58 creators across 27 California cities to deliver life-saving information during the hottest months. These trusted local messengers shared practical safety tips such as staying hydrated, wearing lightweight clothing, staying indoors when possible, and recognizing the signs of heat stroke.
Making Climate-related Content Relevant

Creators received campaign briefs to produce authentic experience-driven content and ready-to-use PSAs, then timed their posts in a coordinated effort to align with regional weather conditions. Messaging ramped up during the summer heatwaves and paused during cooler periods, ensuring guidance reached people precisely when they needed it most.
Scaling Statewide Reach in Multiple Languages

High-performing creator content was boosted on Meta and TikTok to saturate its reach even further to look-alike audiences. This approach allowed the campaign to deliver messages across all 58 counties, reaching multilingual communities, including the Spanish, Punjabi, Vietnamese, Somali, Cantonese, and Taiwanese populations.
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During the campaign, content from trusted local creators directly reached 4.5 million Californians, including 1.1 million non-English speakers. Calfornians saw multiple messages from creators in more than 10 languages, reinforcing critical heat safety guidance to hard-to-reach multilingual and multicultural residents. The campaign was recognized with Ad Age’s Gold Medal for Social Media Campaign of the Year, and the program was renewed for a third consecutive summer.

4.5M

Californians reached statewide with multiple exposures from different creators

7,960+

Visitors who clicked through to the Listos California website for official heat safety resources

10

Languages uniting diverse communities across California with culturally relevant content

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