CPH Ambassador Spotlight: Barb Jump

While many who work in public health feel the calling early, jumping into the field through academic programs or entry-level roles, others find their passion later, entering through alternate routes. In this Ambassador Spotlight, we speak with Barb Jump, a creative advertising professional who transitioned into public health communications. She credits the Certified in Public Health (CPH) credential for strengthening her credibility and supporting her success in the field.

Barb is the creative lead and copywriter at barbjump.com, a full-service advertising, PR, and health communications consultancy. Though she doesn’t hold an academic degree in public health – her background is in Journalism and English – Barb has a strong and knowledgeable voice in the field. “I used to run away from science courses,” she admits. For years, she developed campaigns for clients in tourism, finance, and fast food. But everything changed when she began working for Ogilvy and Ketchum, developing public health campaigns for federal agencies.

It was through these projects that Barb discovered a deep connection to public health messaging. One campaign in particular marked a turning point: All Our Stories Are Red, a creative refresh of The Heart Truth/Red Dress campaign after a successful 10-year run.

“This campaign asked women to share their journeys of triumph over heart disease, the #1 killer of women. And boy, did they ever share!” Barb recalls. “The incredible creative, production, and media teams proved the power of using traditional, digital, social, and even guerrilla advertising to meet people where they are, on their terms. Those testimonials had more impact than any message I’d ever created. That proved public health messaging didn’t have to be ho-hum, it could connect personally and inspire action.”

As she collaborated more closely with public health professionals, many of whom held MPH degrees, Barb wanted to be recognized not just for her creativity, but for her understanding of public health principles. That’s when she decided to pursue the CPH credential.

“As soon as I added CPH to the end of my name, the advice I offered to HHS clients got more consideration,” she says. “Suggestions I made to members of my own team were also viewed as science-basedas well as creative. That was hugely helpful in getting bolder ideas over the finish line.”

The CPH also transformed her creative process. “My approach to message strategy is now quite different,” she reflects. “Almost every message I create starts with social and behavioral science models. These models directly impact how I target and frame messages to help people live healthier lives. Before earning my CPH, some of my success in health campaigns might’ve had more luck behind it than I realized!”

Becoming a CPH Ambassador

Barb became a CPH Ambassador to show how the credential adds credibility to the public health profession. “I wanted to share how having the ‘gold standard’ of public health certification, the CPH, gives more weight when pitching unexpected, innovative campaign concepts,” she explains. “Encouraging fellow creative communications professionals to get their CPH means their strategies and tactics will be taken more seriously. That helps messages break through the clutter. That’s a public health win for everyone.”

One memorable moment as an Ambassador came during a case study presentation at the APHA conference. There, Barb spoke with Dr. K. “Vish” Viswanath of Harvard’s T.H. Chan School of Public Health, who told her group: “It’s not that underserved populations are hard to reach; it’s that they’re hardly reached.”

“That insight perfectly captured the challenge of public health communications,” Barb says. “Connecting with other public health professionals helps ensure we’re focused on creating clear, culturally appropriate communications that bridge the gap between information and action.”

Barb is often asked why she pursued the CPH mid-career. She tells them: “The CPH attests to an understanding of behavior change models. It shows you can bring clarity to complex science. It proves you can simplify information to help patients, health care providers, and stakeholders make better decisions. It was well worth the effort.”

Reflections and Advice

Barb remains deeply committed to public health. “Even after years in the trenches, I’m just not done yet,” she says. “There are still so many messages that need to be translated into ideas and words that spark lightbulb moments, so people can live healthier.”

If you’re considering the CPH, Barb wants you to know: “Those three initials speak volumes about your abilities, your ethics, and your understanding of social and cultural determinants of health. When people see ‘CPH,’ they know you’re ready to get to work.”

Looking ahead, Barb hopes to inspire others, especially those without a traditional public health background, to pursue the CPH. “From pharma to philanthropy, a CPH means you’re fully equipped to help others face health challenges,” she says. “It adds value across so many career paths.”