SE2 approached this work by focusing on reducing barriers and making the CCCAP easier to understand and access for eligible families.

To address confusion around the application process, SE2 developed clear, step-by-step content in both English and Spanish that guided families through how to apply. These materials were designed to simplify complex information, answer common questions, and help families feel more confident navigating the system.

To ensure this information reached those who needed it most, SE2 implemented a targeted social media campaign focused on communities where CCCAP was underutilized. Messaging and placement strategies were tailored to connect with eligible families, increase awareness of the program, and drive action toward application and enrollment.

The campaign helped strengthen awareness, engagement, and access to CCCAP, contributing to measurable improvements in both system performance and user action.

Paid media campaigns demonstrated strong performance and clear user intent. Search efforts achieved a click-through rate more than 10x above industry benchmarks, signaling that CCCAP messaging strongly resonated with families actively seeking child care support. Display campaigns drove additional awareness, with opportunities identified to further increase engagement through refreshed creative.

Most notably, conversion tracking showed a 420% increase in site conversions from campaign launch to completion, reflecting a significant lift in families taking action to explore or apply for services.

Earned and organic media further expanded reach without additional spend. Coverage across outlets like Univision Colorado and Educa Radio helped reach both English- and Spanish-speaking audiences statewide. Social amplification extended visibility even further, generating over 59,000 impressions from media coverage, 15,700+ impressions from SE2 content, and an additional 19,000+ impressions through partner sharing.

These engagement gains occurred alongside broader system progress within CCCAP. The program has increased access to high-quality care, with at least half of participating children enrolled in highly rated providers, and a growing network of providers participating statewide. CCCAP providers are now nearly twice as likely to meet high-quality standards compared to the broader provider landscape, reinforcing the program’s role in delivering strong early childhood outcomes.

SE2 partnered with the Metro Denver Partnership for Health to develop Let’s Talk Colorado, a storytelling-driven mental health campaign rooted in lived experience and cultural relevance.

At the heart of the campaign was storytelling. SE2 worked with community members to elevate real stories that reflected how mental health shows up in everyday life. Rather than positioning people as experts or spokespeople, the campaign centered individuals as neighbors, parents, workers, and friends. Stories focused on moments of honesty, vulnerability, and connection, helping audiences see that mental health challenges are common and that talking about them is a strength, not a failure.

Storytelling was intentionally inclusive. Content reflected diverse communities, identities, languages, and life experiences, allowing people from different backgrounds to see themselves in the campaign. The tone was warm, non-clinical, and affirming, designed to invite conversation rather than prescribe solutions.

To support these stories, SE2 developed a central campaign website that served as both a narrative extension of the campaign and a practical resource hub. The website was designed to be approachable and easy to navigate, offering clear pathways to mental health information, conversation starters, and support services. Content was organized to reduce overwhelm and help users quickly find what felt relevant to them, whether they were seeking help for themselves, supporting a loved one, or simply looking to learn more.

Together, storytelling and digital experience worked hand in hand. Stories helped reduce stigma and build trust, while the website provided a concrete next step for people ready to explore support.

Let’s Talk Colorado helped shift how mental health is talked about across communities by leading with humanity and connection.

Key outcomes included:

• Reduced stigma through representation, as audiences encountered stories that reflected their own experiences, cultures, and values.
• Increased comfort with mental health conversations, driven by storytelling that normalized struggle and emphasized connection over diagnosis.
• A trusted, accessible website that centralized mental health resources and made it easier for individuals and families to take the next step toward support.
• Stronger relevance across diverse communities, achieved through culturally responsive content and inclusive storytelling rather than one-size-fits-all messaging.

By pairing authentic stories with clear, accessible resources, Let’s Talk Colorado demonstrated that stigma reduction and practical support must go together. The campaign helped create space for honest conversations about mental health and reinforced a simple truth: talking is a powerful first step toward healing.