COVID-19 Case Study

United Way of San Diego County

Helping San Diego’s low-wage workers during COVID-19


For the past 100 years, our region has relied on the United Way of San Diego County to help our neighbors who need it the most, when they need it the most. In response to COVID-19, the organization quickly created an emergency Worker Assistance Initiative to provide qualifying low-wage workers with utilities and rent/mortgage payment assistance. It is estimated nearly 300,000 employees are represented in the hospitality and tourism sector in San Diego County alone, a third of whom are considered to be low-wage workers.


To call attention to the organization’s crucial frontline work by promoting UWSD’s San Diego Workers Assistance Fund and their unique expertise in mobilizing philanthropic support in a time of crisis.


The Scatena Daniels team quickly pivoted from promoting the United Way of San Diego County’s Centennial celebration to leading a robust media outreach campaign around UWSD’s response to COVID-19. In just six weeks, the Scatena Daniels team secured more than 65 media placements to keep the organization’s vital work top of mind in the community. Key messaging reflected UWSD’s long-standing experience, capacity, and dedication to helping low-wage workers in our region. Media placements were repurposed for the organization’s fundraising activities and featured on their website and social media.

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