Civilian Celebrates 25 Years of Marketing for Good

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San Diego, CA (December 17, 2024) – Civilian, a marketing agency that started with car ads, has spent the last 25 years transforming into a powerhouse of mission-driven campaigns that tackle some of society’s most pressing issues. From championing mental health in California, leading San Diego’s efforts to grow the number of Certified B Corporation to leading public health efforts statewide, Civilian’s journey is anything but typical.

What began as a small agency focused on traditional advertising has evolved into a leader in behavior change marketing. It also helped establish B Local San Diego, a local organization composed of more than 45 companies using marketing for good. Civilian’s work has redefined what it means to create campaigns that matter, proving that impactful, community-centered marketing can emerge outside of the traditional agency hubs of New York and Los Angeles.

Over the past 25 years, Civilian has achieved milestones that showcase its ability to drive meaningful outcomes:

• Creating the “It’s Up to Us” campaign for San Diego County, a first-of-its-kind suicide prevention initiative that has connected thousands to mental health resources over the last decade.
• Launching statewide campaigns like “Never a Bother” and “Live Beyond,” addressing youth mental health, suicide prevention and Adverse Childhood Experiences (ACEs), while also leading efforts to rebrand the California Department of Public Health (CDPH), including its new logo and refreshed identity.
• Earning certification as a B-Corporation in 2015, cementing its commitment to accountability, transparency, and using business as a force for good, and creating and growing the B Corp community in San Diego.

Civilian’s dedication to purpose-driven campaigns was recently honored at the 9th Annual Shorty Impact Awards. The agency received recognition for its statewide Never a Bother and Live Beyond campaigns, which address critical issues like mental health and Adverse Childhood Experiences (ACEs) across California. Additionally, Civilian’s Director of Media, Lisa Welborn, was named Media Planner of the Year, celebrating her innovative and data-driven approach to reaching underserved communities.

Civilian has elevated San Diego as a hub for purpose-driven work, becoming one of the first marketing agencies in the region to earn B-Corporation certification. This milestone reflects the agency’s commitment to using business as a force for good, prioritizing accountability and social responsibility.

Civilian also helped establish B Local San Diego, uniting businesses to promote sustainability and social impact, further cementing the city’s reputation as a center for ethical and impactful business practices.

“As we look ahead, we’re excited to continue pushing boundaries, driving innovation, and creating campaigns that make a difference. The next chapter for Civilian is about expanding our impact, deepening our partnerships, and remaining steadfast in our commitment to improving lives and strengthening communities,” said Stacey Nelson Smith, CEO of Civilian.

About Civilian
Civilian is a full-service marketing agency committed to improving lives, strengthening communities, and creating lasting social impact. Certified as a B-Corporation, Civilian partners with government agencies, nonprofits, and socially conscious organizations to deliver campaigns that matter. For more information, visit civilian.com.