We Are California – 100+ media hits. 25+ Spokespeople. One Powerful Message
We Are California – 100+ media hits. 25+ Spokespeople. One Powerful Message
“Change (Consulting) made a huge difference in our ability to attract media and deliver relevant messaging to our target constituencies. The team over-delivered on nearly every effort and produced the most effective professionally-written narratives, talking points and press materials. The level of expertise and experience helped our partners align on messaging, attract media attention and shift the narrative in our favor. Stephanie’s empathic ability to think like an organizer and Alexis’ mastery in the art of the pitch produced mountains of media coverage. Working with the Change team was smooth, collaborative and intuitive. From the start they jumped in with both feet, hit the ground running and we never looked back. I would gladly bring them in on future projects to build on our success.” – Chris Wilson, Former Vice President of Operations, PowerPAC
From February through July 2025, We Are California partnered with Change Consulting on a robust earned media strategy. We Are California is an important and necessary multigenerational movement to mobilize Californians to advance the common dream of a good life, quality education, safety for our families, and a place to call home. Together, we elevated community voices, fought for California values against harmful policies, and told a new story about what’s possible when everyday Californians unite.
Change Consulting first started its engagement with We Are California in October 2024, helping to provide earned media services to help launch the effort as a movement of organizations and people across the state. For this second engagement with We Are California, we used the learnings from the initial phase of our work and adapted rapidly to a shifting political and media landscape in the wake of a second Trump administration. Working in partnership with We Are California narrative strategists, we positioned We Are California as a message of collective power, aligning spokespeople, and amplifying community voices.
Our goals for the partnership and earned media objectives included: positioning We Are California as a home and resource for everyday Californians, exposing the human costs of federal budget cuts to Medicare/Medicaid and immigration raids, holding billionaires and policymakers accountable for policies that harm communities, and elevating the consistent support Californians show for progressive solutions.
Across four statewide campaigns—Hands Off Our Healthcare, Don’t Starve California, Not in Our City, and Reclaim Our Streets—we drove a dynamic and targeted media relations strategy tied to press events, protests, vigils, and teach-ins; amplified communities most impacted by the federal administration’s policies across the state; and placed stories in local, ethnic, national, and multilingual outlets. We also helped ensure message alignment across coalition partners.
The results speak for themselves: 116+ media hits across TV, print, online, and radio, including MSNBC, Rolling Stone, Bloomberg, CalMatters, Fast Company, LA Times; ethnic media outlets with Korean, Vietnamese, Chinese, Filipino, Latinx audiences; and local Broadcast and radio in Bakersfield, Fresno, Los Angeles, and the Bay Area. By campaign, coverage included 70+ stories on Medicaid/Medi-Cal cuts, 35+ on immigration raids, and four features on funding/advocacy. By region, coverage included 50 stories in Southern CA outlets, 25 Central Valley, 20 Bay Area, and 25+ statewide/national. 25+ community spokespeople were trained and amplified, including representatives from Power CA, PICO, Chispa OC, Inner City Struggle, COPE, and grassroots leaders such as Rosa, a vendor from the Santa Fe swap meet.
Through this earned media campaign, We Are California demonstrated the power of narrative change: centering everyday Californians, holding the ultra wealthy and powerful accountable, and building a united front for justice. With deeper storytelling, stronger digital integration, and continued alignment, the movement is positioned to amplify its voice and expand its reach in the months ahead.
Thanks to our partners at We Are California for demonstrating what is possible when we organize to protect our communities. If are looking to launch a media relations campaign or to amplify your visibility, reach out at hello@change-llc.com.