En Casa Estoy A Salvo

Context & Problem Statement

In 2020, the COVID-19 pandemic created one of the most disruptive global crises in modern history. Governments around the world imposed strict lockdowns, forcing communities to rapidly adapt to new ways of living. In El Salvador, citizens were required to remain at home for more than five months, bringing daily life to a near standstill.

These measures disproportionately affected children in vulnerable and impoverished communities, who already faced limited access to education, healthcare, and safe recreational spaces. The prolonged isolation further intensified existing challenges, putting children’s well-being, learning, and safety at risk.

In response, we partnered with Save the Children, a global nonprofit dedicated to improving the lives of children worldwide, to develop a multimedia campaign aimed at reinforcing the importance of guaranteeing children’s access to basic needs during times of crisis—even while remaining at home.

Strategic Approach & Reach

Over a 3-month engagement, we designed and executed a multimedia campaign centered around three key pillars:

• Education – supporting continued learning during prolonged school closures

• Safety – promoting protection and well-being within the home

• Health – reinforcing access to essential care and healthy practices

The campaign combined community-based outreach—working with local leaders and traditional media such as banners and local radio—with national-level distribution through mass media, including radio, television, and social platforms. This hybrid approach ensured both localized relevance and broad national visibility.

Key Deliverables

• Media Programming Schedule: detailed timelines outlining broadcast dates, channels, and asset placement.

• Multimedia Assets: radio spots, television ads, social media content in multiple formats, and a landing page to host all the information and content related to the campaing.

• Implementation & Results Report: post-launch analysis documenting campaign execution and reach across media channels.

My Role & Contribution

I served as a Design Lead for the campaign, working in close partnership with Save the Children, local community leaders, and media partners. My role focused on aligning strategy, messaging, and execution across channels to ensure consistency, cultural relevance, and scalability during a rapidly changing crisis.

Key responsibilities included:

• Defining the creative and communication strategy across education, safety, and health pillars

• Coordinating with a graphic designer to define asset requirements and visual guidelines for the campaign’s characters

• Mentoring and managing junior designers in the creation of social media content, ensuring quality and consistency across formats

• Leading animation and motion design to bring campaign narratives to life across digital and broadcast media

• Collaborating with cross-functional stakeholders to ensure content was clear, and context-aware

• Supporting implementation and contributing to post-campaign evaluation and reporting

Results & Outcomes (At a Glance)

• 1.2M+ social media reach, with ~30% organic engagement, indicating strong message resonance

• 42 radio stations activated (8 national, 34 local), reaching 143 rural counties

• National TV exposure through live interviews on high-recognition morning shows (Mujer a Mujer, Hola)

• Earned media coverage from major national outlets, including elsalvador.com and diariocolatino.com

Impact Summary

During an extended period of national lockdown, the campaign helped keep children’s education, health, and safety needs visible across both urban and rural communities. By combining mass media with community-level outreach, the campaign ensured consistent, trusted messaging at a time when in-person access to services was limited.

This work demonstrates how a design-led communication approach can maintain reach, clarity, and public trust for vulnerable populations during large-scale crises.