LA vs Hate was built to unite Los Angeles residents against hate acts of all kinds, and is one of the most sustained civic marketing programs in the county's history. For six years, I led the team at TaskForce responsible for all outreach, marketing, and media for the campaign — bringing an arts-centered, grassroots vision to life across neighborhoods, screens, stadiums, and streets. The work grew from a campaign into a fully realized civic ecosystem, shifting behavior at scale by increasing hate act reporting, reducing the normalization of hate, and connecting targeted individuals to real support across one of the most diverse counties in the country.

The outreach strategy has been deliberately multifaceted, layering public art, digital advertising, sports partnerships, and community activation to reach Angelenos across every corner of the county. Community murals created in partnership with local artists have gone up across all five Board of Supervisors' Districts, turning neighborhood walls into declarations of solidarity. Digital advertising has driven awareness at scale, while sports partnerships have brought the campaign's message into arenas and stadiums. The impact is measurable and human; in the first 16 months, over 800 callers reported bias-motivated hate acts through 211 LA, and over 90% of those callers accepted case management services.