Los Angeles, California—Wondros, in partnership with NORC at the University of Chicago, has won a competitive bid process with the California Department of Health Care Access and Information (HCAI) to design, develop, and implement two statewide campaigns to promote state certification pathways for two crucial health roles. 

One pathway, which falls under the Workforce for a Healthy California for All Initiative, is for Community Health Workers/Promotores/Representatives, an important community health role that has existed since the 1920s. 

The other pathway, under California’s Children and Youth Behavioral Health Initiative (CYBHI), is for Wellness Coaches, a newly-created role with a focus on serving youth mental/behavioral health needs. 

As part of these multiyear initiatives, Wondros is working with HCAI to create comprehensive public awareness campaigns to help attract people throughout the state to become certified as Wellness Coaches. Or, in the case of Community Health Workers/Promotores/Representatives, get a certificate based on past experience in the field. Those new to the profession would get training through an HCAI-approved training program and then become certified. 

Wondros will conduct formative and evaluative research, develop a communications strategy, conduct community outreach, create branding and assets for the campaign, design a campaign website, and measure campaign performance.  

NORC will work with Wondros on formative and audience research, and conduct an independent evaluation of the campaign’s effectiveness.