Los Angeles County: Guaranteed Income Program
Media Relations & Narrative Strategy
We architect narrative strategies that determine what is said, when it’s said, and where it lands, then deploy media relations to reinforce long-term positioning.
OVERVIEW
In May 2021, the Los Angeles County Board of Supervisors advanced a historic policy shift by declaring poverty and economic opportunity a public health issue and authorizing the nation’s largest countywide Guaranteed Basic Income pilot. The initiative aimed not only to deliver direct financial support to 1,000 residents, $1,000 per month for 36 months, but to fundamentally reframe how the public, policymakers, and media understand poverty, economic stability, and public health.
STRATEGY & ACTION
Going Public PR was selected to architect the narrative strategy and lead media relations for the launch of what became BREATHE LA County’s Guaranteed Income Program. We developed a cohesive narrative framework that positioned guaranteed income as a proactive, health-centered solution rather than a temporary aid program. This framework informed all messaging, including visual language, spokesperson talking points, an earned media strategy, and a targeted media relations approach to ensure consistent narrative reinforcement. Additionally, we were charged with establishing the brand identity, logo, and messaging for print and digital communications while facilitating media buys for broadcast, out-of-home, public service announcements, press events, and interviews with multicultural and mainstream media.
Strategic media placements across broadcast, out-of-home, digital, and community channels amplified the story at moments designed to maximize awareness, credibility, and public trust.
IMPACT & OUTCOMES
Going Public PR produced a campaign with extensive bilingual broadcast coverage, ensured full engagement from major local media at launch, and supported exceptionally strong participation from eligible residents, with marketing and earned media identified as the primary sources of program awareness.
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