California Public Utilities Commission (CPUC), LifeLine Telephone Service

For more than six years, we worked with the CPUC to provide services in the areas of social marketing, multicultural community outreach and ethnic media relations in order to increase enrollment in the LifeLine Telephone Program which offers discounted telephone service to eligible consumers. We reached multicultural consumers throughout the state of California, primarily Hispanic, Asian and Native American, by establishing partnerships with key community-based organizations, conducting media outreach, partnering with local businesses and non-profit organizations. We distributed tens of thousands of multilingual/multicultural educational collateral pieces to the target audience (a primary objective for the CPUC) and secured partnerships with more than 319 businesses, 250 senior centers and 220 Native American centers, helping drive calls to the toll-free line.