Our Approach
Our research revealed that, before anything else was possible, people needed to understand what ACEs are. This was critical to both prevention and healing.
To create a campaign that moved from awareness to behavior change—and create it the right way—we convened three advisory boards: subject-matter experts that included physicians alongside the current and former California Surgeons General; young people ages 16–25 affected by ACEs (our primary audience); and caregivers affected by ACEs (our secondary audience).
Guided by our advisors, authentic storytelling became the heart of the campaign, with real people sharing their experiences with ACEs, toxic stress, and healing.
We launched paid media across digital and traditional platforms. Our sponsorship of legendary professional-amateur basketball Drew League in South Central Los Angeles generated more than 1 million impressions through interactive events, social media posts, and powerful testimonials with athletes and celebrities, amplifying real stories of ACEs, toxic stress, and healing.
Given that 90% of Gen Z are online gamers, we partnered with Valkyrae, the most-streamed female gamer on YouTube, who talked about her childhood and healing journey on a livestream. We collaborated with Twitch and Refinery29 for three episodes of Good Game, generating nearly 1.3 million views.
Meanwhile, the campaign’s visual identity—soothing color palette, handwritten text, and candid photography—evoked feelings of safety, authenticity, and support.
Designed with a mobile-first approach, LiveBeyondCA.org offered resources for youth, caregivers, and community providers alongside relatable user-generated content (UGC) from our youth advisors: unedited videos, photos, and artwork showcasing their healing journeys and stress management tips.
