Case Study

WA Cares Fund:

Ensuring Washingtonians have access to long-term care when they need it


The WA Cares Fund is a first-in-the-nation program that Washington workers contribute to while working and earn benefits to use when they need them. Administered by the Washington State Department of Social Health and Services (DSHS), the WA Cares Fund required marketing and outreach to build awareness about the program.


Quinn Thomas partnered with DSHS and developed a four-month integrated marketing communications plan that leveraged paid, owned, and earned media. Our goals were to communicate key milestone dates leading up to the start of the program and generate awareness and understanding about the program and its benefits.

We used real Washingtonians identified through our relationships with community organizations and interviewed eleven residents from different backgrounds with long-term care experience. We developed videos and a photo library used in WA Cares Fund’s marketing initiatives. Using Washington residents allowed us to capture the authenticity and candid stories that aren’t available through paid talent or stock assets.

At the same time the ads launched, a statewide press release was distributed to print, online, broadcast, and radio reporters to introduce the program. We offered interviews with the director of WA Cares Fund to help convey our key messages, learn more and establish him as a trusted expert on the program. After the initial distribution, we reengaged with media outlets through editorial board pitches that hadn’t covered the WA Cares Fund.

We also developed a distribution-ready toolkit for DSHS and its partners, stakeholders, and community groups to utilize in their outreach. It included an infographic, fact sheet, posters, an email action alert, and FAQs. To supplement this, we provided a database of over 100 community organizations to DSHS’s outreach team to support community engagement efforts.


Our efforts exceeded client goals and industry averages:


total earned media impressions


publicity value


video completions

Services provided for this project:

  • Communications Strategy
  • Digital Marketing
  • Creative Services
  • Design
  • Public Relations
  • Media Relations

Awards: PRSA Puget Sound Summit Award for PR programs, marketing communications, 2022

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