How Sycamores and Russell Herder navigated the LA wildfires
When wildfires tore through Los Angeles and its surrounding communities, the devastation went beyond what could be seen on the news. For Sycamores — one of the largest providers of behavioral health services for underserved children, youth, young adults and families in L.A. County — the fires struck at the heart of the communities they serve. During this time, when Sycamores clients and staff members themselves were impacted by evacuations and the loss of homes and community spaces, the organization kept doing what it does best: offering people hope, comfort and stability. And we helped the best we could.
While our work with this amazing organization typically stems from long-term strategic planning, this situation demanded immediate action. After speaking with Sycamores’ leadership, we shifted into rapid response mode, helping the organization communicate with empathy, clarity and urgency.
Together, we aligned on a key message: Sycamores is a resilient, mission-driven leader who is steadfast in crisis. And, perhaps more importantly, the organization continued to serve as a resource for those in urgent need.
In collaboration with Sycamores, we quickly developed and launched a homepage update expressing unity, gratitude and determination. A new landing page was built to house timely operational updates, service information and mental health resources. Messaging emphasized both compassion and action, echoing Sycamores’ unwavering commitment to those they serve.
The content strategy for social media and email outreach also shifted to reflect the support, operational impact and human stories that developed during these trying times.
Even as the flames subsided, the psychological toll remains. Sycamores communicated emerging needs — from telehealth expansion to staff relief funds — while preparing for longer-term recovery efforts.
The wildfires were a test of endurance and compassion for many. For us, they were a reminder of why we do what we do. As a certified B Corp, Russell Herder is committed to showing up when it matters most.
Because when there is a crisis a partner is in crisis, you don’t wait. You act — with heart, speed and purpose.
