---
title: "Communicate, Educate, and Inform: How to demystify government services"
description: See our strategy for promoting access to and increasing awareness of government benefits for priority populations
---

[Behavior Change Tactics & Strategies](https://blog.rescueagency.com)

# [Communicate, Educate, and Inform: How to demystify government services](https://blog.rescueagency.com/pebt-ability-to-promote-governmen-services)

 Written by [Dina Weldin](https://blog.rescueagency.com/author/dina-weldin) | December 18, 2022 at 2:13 AM

In the summer of 2020, California launched a Pandemic Electronic Benefit Transfers (P-EBT) program to serve an estimated 3.7M children who missed free or reduced-price meals due to pandemic-related school closures. Many families reported confusion and mistrust about the benefits and, as a result, didn’t take advantage of them. Rescue Agency partnered with the California Department of Social Services (CDSS) to build upon lessons learned from the first round of P-EBT communications and to ensure that the second round clearly ***communicated***, ***educated***, and ***informed*** families, stakeholders, childcare centers, and school districts about the program in an intentional multi-phased approach.

Inspired by real user experiences uncovered during audience research, we developed a series of ads that clearly explained the benefits and safety of using P-EBT. Our ad “***Open Goodness***” answered families’ most urgent questions about P-EBT and was available in Armenian, Chinese, Vietnamese, Spanish, Russian, Tagalog, Korean, Arabic, and Farsi. The video then directed visitors to an easy-to-navigate website and online survey to check their eligibility and learn more.

We also developed a series of ads featuring real families with relatable stories who discussed how they used their P-EBT benefits. These videos helped build trust in the program and showed families just how easy it was to take advantage of their P-EBT benefits. These culturally authentic video ads were available in English, Spanish and Chinese. Watch “***Jovita’s Story***” to learn more.

If you’d like to learn more about our strategy for promoting access to and increasing awareness of government benefits for priority populations, please don’t hesitate to [contact us](http://www.rescueagency.com/contact).

[View full post](https://blog.rescueagency.com/pebt-ability-to-promote-governmen-services)

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