For nearly three decades, Bobbi Fischer Rubinstein, Principal of Fischer Communications, has been specializing in social marketing, media advocacy, public and community relations and strategic communications campaigns for nonprofit organizations, public health departments and government agencies. She has worked extensively with organizations serving older adults as well as general and mental health providers and consumers, Limited English Proficiency (LEP) audiences and Environmental Justice communities. Results-based case studies demonstrate Bobbi’s track record in overcoming communication challenges and producing results.
Under a contract from the organization implementing the California Mental Health Services Act (CalMHSA), Bobbi Fischer and Fischer Communications' associate Sally Douglas Arce are working with the Entertainment Industry Council (EIC) to encourage the entertainment and news media to develop accurate portrayals of mental illness, decrease the stigma of mental illness, and promote help-seeking behaviors. Fischer Communications' role in this project is outreach to media that serves discrete populations: African Americans, Chinese, Vietnamese, transition age youth, parents, and seniors, among others.
Working in partnership with Full Court Press Communications, developed the strategy and implemented a two-year mental illness stigma and discrimination reduction media campaign, more than tripling print and electronic media coverage with particular success reaching Spanish-speaking, African American and older adult populations. Conducted message development and spokesperson training for mental health providers and consumers and exceeded every performance measure specified in the contract.
Developed and implemented the community education component of a diabetes social marketing campaign targeted to older African Americans, partnering with health care organizations, businesses, fraternal organizations and faith-based institutions in Solano County. The project included training nearly 200 older adults to be “healthy lifestyle” advocates who are "Living the Good Life". Exceeded every performance measure specified in the contract.
Worked with Bay Area Rapid Transit (BART) and the Northern California Chapter of the Conference of Minority Transportation Officials (COMTO) to increase collaboration between young men between the ages of 18 and 25 in Environmental Justice communities and transportation decisionmakers. This groundbreaking project, funded through an Environmental Justice grant from CalTrans, helps to integrate community concerns about safety and security into transportation decision-making.
Participated on a team that developed a multipronged social marketing campaign designed to decrease the incidence of chronic disease in the county by encouraging community members to eat healthy foods and engage in physical activity. Founded and facilitated Healthy Living Councils for Seniors, which promoted healthy lifestyles among older adults and encouraged communication about healthy living with their families, friends, neighbors and communities. The evaluation by Field Research showed that more than 80% of participants who used the campaign’s Passport to Healthy Living committed to making a healthy behavioral change.
As the strategic communications and media advocacy consultant to the Coalition, expanded public awareness of issues affecting seniors and trained the executive directors of approximately 50 organizations serving seniors to develop effective messages and speak to the press. Co-founded and co-facilitated the organization’s Healthy Living Leadership Circle, an advocacy group composed of older adults from Alameda County’s Healthy Living Councils for Seniors. The Leadership Circle hosted policy forums with local and state officials and successfully promoted funding for services for seniors.
Developed and implemented media campaigns during Family Health Month for the four years the campaigns were conducted. Award-winning collateral material included "Turn Off Your TV and Tune In To Your Family", a mock TV Guide to encourage family communications and a booklet in English and Spanish about the impact of domestic violence on the entire family. Developed key messages, trained physicians to speak to the press and conducted a statewide media campaign that resulted in more than 50,000 requests from the public for the publications.
Just three weeks prior to the release of a UC Davis study that ranked California hospitals on how well they promoted the benefits of breastfeeding, developed a media advocacy campaign that urged hospitals to encourage new mothers to breastfeed their newborns. The campaign included the development of media materials, talking points, responses to challenging questions from the press, and template opinion editorials and press releases. Provided statewide media training via teleconference to WIC organizations throughout California, to assist advocates in localizing the study.
Developed, implemented and managed social marketing campaign focused on nutrition and physical activity; trained more than 50 leaders of community-based organizations and community members to become effective media spokespeople and access the press; and developed marketing and media materials for a comprehensive ethnic and mainstream media campaign in Marin County. The project more than doubled media attention to the promotion of healthy behaviors.
Conducted spokesperson training programs for psychiatrists and expanded their presence in the media, increasing their press visibility by more than 50 percent. In addition, conducted outreach activities for Mental Illness Awareness Week for more than five years. Spearheaded media relations following California’s Loma Prieta Earthquake, resulting in more than $1 million worth of earned media.
University of California Los Angeles, Bachelor of Arts Degree
Boston University, School of Public Communication
Lecturer on Public Relations and Strategic Communications Planning, Golden Gate University, Edward S. Ageno School of Business
Past President, Society for Health Care Public Relations and Marketing
Past President, Northern California Women Health Care Executives
Past President, Board of Directors, Moving Arts Dance Collective