In the final episode of our Campaigns for Change series, we speak to creative director and story architect Kesu James to explore the radical shift from one-way public health messaging to community-driven, decentralized conversations. This episode dives into the evolution from Web 1 to Web 3, what it means for trust and authority, and how communicators must adapt in a world where your message is no longer the oracle—it’s the conversation starter.

We unpack what it takes to build public health campaigns that spark genuine dialogue, foster human connection, and meet people where they are—online, in community, and beyond.

Our guest on this episode:

• Kesu James, Creative Director and Story Architect

Visit the Campaign Beacon resource mentioned in this episode at www.campaignbeacon.org

In this conversation, we speak to Denene Rodney, CEO of Zebra Strategies, about the changing communication landscape, the need for trust in public health, along with strategies for building and maintaining trust. We also explore the role of messengers in reaching hard-to-reach populations. The conversation highlights the importance of consistency, dignity, and soft engagement in research, as well as the power of trusted messengers with lived experiences.

Our guest on this episode:

• Denene Rodney, CEO of Zebra Strategies

Visit the Campaign Beacon resource mentioned in this episode at www.campaignbeacon.org

In this episode we explore overdose prevention and harm reduction campaigns with Tony Newman, Director of Communications for Vital Strategies’ Overdose Prevention Program, and Gloria Malone, Senior Manager for Digital Multimedia Strategy. They discuss the power of communications to combat stigma, shift perceptions, and promote evidence-based solutions like harm reduction services and overdose prevention centers. Through real-world examples, they emphasize storytelling, community collaboration, and data-driven strategies to change hearts, minds, and policies.

This episode features:

• Tony Newman, Director of Communications for Vital Strategies’ Overdose Prevention Program
• Gloria Malone, Senior Manager for Digital Multimedia Strategy for Vital Strategies' Overdose Prevention Program

Visit the Campaign Beacon resource mentioned in this episode at www.campaignbeacon.org