Rebuilding trust and renewing confidence in St. Tammany Parish Mosquito Abatement District

Written By Alicia Vial

Situation

The St. Tammany Parish Mosquito Abatement District faced one of the most difficult communications environments a public agency can encounter. Months of public scrutiny surrounding the agency’s finances and operations had overshadowed its mission of protecting public health. Media coverage and public debate focused on budgets, governance and taxpayer concerns rather than the District’s scientific work to prevent mosquito-borne disease.

At the same time, the District faced a critical parish wide millage renewal election. Although the renewal actually reduced the tax rate from 4.2 mills to 2.95 mills, many voters remained skeptical of the organization itself. Success would require more than a voter education campaign—it would require rebuilding credibility.

Strategy

management campaign designed to restore public confidence before asking voters to renew their support. Rather than focusing solely on the election, we positioned the District around three core messages:

  • Transparency and accountability

  • Scientific expertise and public health

  • Value for taxpayers

Every communication reinforced that the District's work protects residents from mosquito-borne disease while demonstrating responsible stewardship of taxpayer dollars. Working alongside District leadership, Gambel Communications led an integrated communications effort that included:

  • Strategic media relations

  • Executive messaging and spokesperson preparation

  • Reputation management

  • Crisis and issues communications

  • Website messaging and content strategy

  • Public education materials

  • Fact sheets and FAQs

  • Community presentations and stakeholder communications

  • Paid and earned media coordination

  • Radio advertising

  • Direct mail messaging

  • Election communications that complied with Louisiana public agency requirements

  • Development of clear, consistent messaging across every public touchpoint

The campaign generated sustained earned media coverage across television, print and digital outlets while positioning District leadership before homeowners associations, civic organizations, community groups and other stakeholders throughout St. Tammany Parish. A redesigned website, expanded educational resources and a comprehensive voter information hub reinforced the District's commitment to transparency, science-based decision-making and fiscal accountability.

The campaign transformed complex financial and operational information into accessible, understandable messages for residents while highlighting the District's year-round work protecting public health.

Results

The communications effort successfully shifted the public conversation from controversy to community value. Residents gained a clearer understanding of the District's mission, scientific approach and fiscal responsibility. Media coverage increasingly reflected factual information about mosquito control, public health and taxpayer value rather than controversy alone. Most importantly, voters overwhelmingly approved the millage renewal.

Results included:

  • 69% voter approval of the millage renewal

  • Renewal secured at a reduced tax rate—from 4.2 mills to 2.95 mills

  • Approximately $4 million in property tax savings for residents while maintaining dedicated mosquito control funding

  • A stronger public reputation built on transparency, accountability and education

  • A communications foundation that continues to support the District's long-term relationship with residents

When public trust becomes the issue, communications must do more than promote—it must rebuild confidence. This campaign demonstrates how strategic public relations can help restore credibility, strengthen stakeholder relationships and achieve measurable public outcomes.

Alicia Vial

Alicia Vial is a New Orleans native with more than a decade of experience elevating client stories and leading crisis response. As the senior director of strategy, Alicia acts as a leader within the Gambel Communications team ensuring each agency team member is positioned to deliver strategic public relations services that meet the highest standards of the industry. In addition to supporting the agency’s long-term business growth and development, she coordinates day-to-day account services and oversees strategic direction while staying abreast of best practices and industry trends to provide innovative solutions to meet client’s needs.

Before joining Gambel Communications, Alicia served as the communications director for the Louisiana SPCA, the oldest and largest animal welfare organization in Louisiana that impacts more than 74,000 animals per year. During her nearly eight-year tenure, Alicia oversaw numerous crises, served on national communication taskforces, oversaw all aspects of internal and external relations and worked alongside the development department to raise critical funding. Prior to that, she worked in the fast-paced New Orleans hospitality industry focusing on digital public relations for multiple hotels.

Alicia is a member of the Public Relations Association of Louisiana (PRAL), Southern Public Relations Federation (SPRF), a board member of the Public Relations Society of America (PRSA) New Orleans Chapter and a member of the New Orleans Regional Leadership Institute. An accredited public relations practitioner (APR), Alicia is also certified in crisis communications, organizational leadership, content marketing and social media.

A well respected and trusted public relations practitioner, Alicia has been recognized by SPRF as a ‘Senior Practitioner of the Year’. Dubbed early on in her career as one to watch, she also received the ‘Rising Star’ award by PRAL and was profiled in St. Charles Avenue Magazine as part of their Young Bloods series. Most recently, she was recognized at PRSA’s annual Fleurish Awards and received four Awards of Excellence for her work along with the ‘Plate Spinner’ award for her efforts on the board of directors for the chapter.

An LSU graduate, Alicia received a bachelor's degree in mass communications with a concentration in public relations and minors in business administration and leadership development. She is a frequent speaker and presenter on public relations topics, most recently presenting at the Jefferson Economic Development Commission and SPRF annual conference.

When Alicia is not at work, you can find her at the ballpark with her three boys or cheering on the Tigers in Death Valley.

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