SE2 approached this work through a sustained, multi-year strategy designed to translate Colorado’s Early Learning and Development Guidelines into practical, everyday use for both caregivers and providers.
At the core was an always-on paid media effort that built ongoing awareness and encouraged caregivers to engage with the guidelines over time. This was paired with a user-centered website experience that allowed families to easily explore content tailored to their child’s age, making developmental information feel relevant, timely, and actionable.

To extend impact beyond awareness, SE2 developed toolkits in English and Spanish that equipped providers with resources to better educate and engage parents in early childhood learning. These materials helped bridge the gap between what children need to thrive and how caregivers can support that development at home.

Statewide and niche earned media was used to reach parents and caregivers through parenting sites and news articles.

In parallel, additional resources were created specifically for providers to support the delivery of high-quality early childhood experiences, ensuring the guidelines were not only understood but consistently applied in care settings across Colorado.

The Early Learning and Development Guidelines helped establish a shared understanding of child development across Colorado’s early childhood system—aligning providers, educators, and families around common milestones and best practices. By translating research into practical, age-based guidance, the Guidelines supported more consistent, developmentally appropriate care and learning experiences across settings.

Earned media and communications efforts significantly expanded awareness of the Guidelines statewide. Coverage included features on Univision Colorado and Educa Radio, reaching both English- and Spanish-speaking audiences. Social media amplification further extended reach, with key coverage generating over 59,000 impressions, SE2 content adding 15,700+ impressions, and partner shares contributing an additional 19,000+ impressions—driving broad visibility without additional media spend.

SE2 supported the Douglas County Opioid Council and its community partners to develop two parallel campaigns rooted in authentic storytelling and community engagement. Close collaboration with the council and county leaders ensured the campaigns authentically reflected the community’s values.

1. Re:Life – Adult Anti-Stigma Campaign

The Re:Life campaign sought to humanize addiction and recovery by sharing real stories from Douglas County residents. Through documentary-style videos and portraits, community members spoke openly about substance misuse, recovery, and the strength it takes to ask for help.

The campaign reframed recovery as a journey supported by the community rather than an individual struggle—aligning with values widely embraced in Douglas County, such as family support, personal responsibility, and neighbors looking out for one another. Targeted digital ads, hyper-local media placements, and a campaign website directed residents to local treatment resources and recovery support services.

2. Our Unfiltered Voices – Youth Prevention Campaign

The youth-focused campaign, Our Unfiltered Voices, positioned Douglas County teens as creators. Students documented their substance-free reality using cameras, producing photos and videos that reflected their everyday experiences. Because local survey data showed that most teens in Douglas County do not use substances, the campaign used a positive social-norming approach to illustrate that reality and correct misperceptions. By showing that most of their peers are choosing to stay substance-free – and that, because of fentanyl, “one pill can kill” – the campaign reinforced healthy behavior, highlighted the risk, and encouraged peer support.

Across both initiatives, the multi-channel communications strategy included digital and social media advertising, movie theater placements, local news and sponsored content placements, out-of-home advertising in community spaces and schools. Together, these tactics ensured the campaigns reached community members through multiple touchpoints—meeting people wherever they were, whether online or in the community.

3. Local Expertise

Because the messenger matters as much as the message, SE2 and the Douglas County Department of Communication & Public Affairs worked to position the Douglas County Opioid Council as the trusted sponsor of both campaigns.

About the Douglas County Opioid Council

In 2020-2021, opioid settlements were reached nationwide with Johnson & Johnson and the nation’s three largest drug distribution companies to resolve claims by state and local governments that these companies contributed to the opioid epidemic.

The Douglas County Opioid Council is comprised of local law enforcement, local government representatives, nonprofit partners, and experts in substance use recovery. The Council receives opioid settlement funding to address gaps and opportunities in prevention, treatment, and recovery services for people with opioid use disorder (OUD) as well as other co-occurring substance use disorders (SUDs) and mental illnesses in the region.

The Douglas County Opioid Council has decided to dedicate dollars to six areas: Withdrawal Management, Medications for Opioid Use Disorder (MOUD)/Medically Assisted Treatment (MAT), Peer Support, Expansion of the CRT and HEART programs, Youth Prevention, Transportation, and Case Management. Funding awards to local organizations in each area began in 2024 and are ongoing.

Branding the Douglas County Opioid Council

To establish a clear voice for the Council, the team developed a logo and brand. A lotus flower was chosen for its ability to bloom in dark places – symbolizing that recovery is possible in Douglas County and that the Council is committed to providing those resources.

The cool, blue tones in the logo are associated with trust and reliability. This fits the brand well to position the Council as a known and trusted entity in Douglas County. The bright red accent evokes feelings of energy and excitement. This helped establish the Council as a leader in action on opioid use recovery and prevention in Douglas County.

Together, the campaigns generated significant reach and engagement across Douglas County and helped shift the conversation around addiction and prevention. Community members said the stories felt relatable.

Across paid media, owned media, and community placements, the campaigns delivered more than 18.4 million impressions, expanding awareness of substance misuse and available support services throughout the county.

Digital media efforts alone generated more than 65,000 clicks, demonstrating strong engagement with campaign messages. Video placements featuring Douglas County residents across both campaigns generated strong engagement. Campaign websites attracted over 51,000 visits, with visitors averaging over two minutes exploring information and resources related to substance misuse and recovery.

Importantly, engagement extended beyond awareness. Traffic to local resource pages nearly doubled during the campaign period, suggesting that residents were actively seeking information and support after encountering campaign messages. The campaign also established the Douglas County Opioid Council as a trusted messenger guided by political and community leaders who ensure it reflects local priorities.

Story-driven video content proved particularly effective, exceeding performance benchmarks, with adult-focused video ads achieving nearly an 80% completion rate, demonstrating the power of community voices in public health messaging.

Finally, earned media coverage—including 18 media mentions with an estimated 2.7 million impressions—amplified campaign messages and reinforced the community conversation around prevention and recovery.

“I hope this campaign reminded people that life is the most wonderful adventure and at the end of the day, we’re all trying our best, no matter what that looks like.”

– Amara, 17, Unfiltered Voices participant

For more than 12 years, SE2 has partnered with CDPHE to support tobacco prevention, cessation, and policy education across Colorado through an integrated communications strategy that combines statewide campaigns, digital platforms, community storytelling, and grantee support.

Statewide Advertising Campaigns

SE2 has developed and implemented research-informed social marketing campaigns designed to shift attitudes, increase awareness of tobacco harms, and encourage quitting.

Campaigns addressed a wide range of topics, including:

• Youth vaping prevention
• Secondhand smoke and vapor exposure
• Adult cessation and support resources
• Emerging nicotine products and industry tactics

Creative strategies focused on meeting people where they are—using digital, social, video, and traditional media channels to reach diverse audiences including youth, rural residents, Hispanic/Latino communities, Black Coloradans, Indigenous communities, and people experiencing behavioral health challenges.

These campaigns were grounded in behavioral science and informed by research on the motivations, stressors, and cultural contexts that shape nicotine use.

Storytelling that Humanizes Quitting

Recognizing that quitting nicotine is rarely a simple or linear journey, SE2 developed storytelling initiatives that centered real Coloradans and their experiences with nicotine use and recovery.

These efforts reframed quitting as human, complex, and possible, helping reduce stigma and encouraging people to seek support. Through documentary-style storytelling and community narratives, the work highlighted diverse voices and lived experiences across the state.

Stories were distributed through digital media, social platforms, partner networks, and campaign websites, helping audiences see themselves reflected in the path to quitting.

Policy Education and Public Awareness

Public understanding plays a critical role in advancing tobacco control policies. SE2 developed policy education campaigns and communications materials that helped communities understand issues such as:

• Smoke-free environments
• Tobacco industry marketing tactics
• Youth access and flavored products
• Secondhand smoke exposure

These resources translated complex policy issues into accessible, plain-language materials that could be used by community leaders, advocates, and public health partners.

By connecting policy changes to real-world health impacts, the communications helped build public support for tobacco control efforts across the state.

Grantee Communications Toolkits and Technical Assistance

A defining element of SE2’s work with CDPHE has been supporting the statewide network of STEPP grantees and partners. Over the course of the partnership, SE2 has developed customizable communications toolkits, templates, and training resources that local partners can adapt for their communities.

Support has included:

• Customizable campaign assets and messaging guides
• Earned media templates and outreach support
• Social media content and graphicsWebsite resources and digital assets

Digital Platforms and Resource Hubs

SE2 has also supported the development and ongoing management of key digital platforms that serve as the public-facing hub for tobacco prevention and cessation resources in Colorado. These include:

• TobaccoFreeCO.org
• ColoradoSinTabaco.org
• Social media channels and digital engagement platforms

These platforms provide accessible information about tobacco harms, quitting resources such as the Colorado QuitLine, and tools for community partners working on tobacco prevention.

Over more than a decade of partnership, SE2’s work with CDPHE has helped build a sustained communications infrastructure supporting tobacco prevention, cessation, and policy change across Colorado.

Key outcomes include:

Statewide Reach and Awareness | Integrated advertising campaigns have reached millions of Coloradans across digital, broadcast, and community channels, helping increase awareness of tobacco harms and available cessation resources.

Support for Diverse Communities | Campaigns and outreach strategies were tailored to reach populations disproportionately affected by tobacco and nicotine use, including youth, rural residents, and historically marginalized communities.

Strengthened Local Capacity | Through communications toolkits, training, and technical assistance, SE2 has helped empower local public health agencies and community organizations to lead tobacco education efforts within their own communities.

Sustained Public Engagement | Digital platforms and storytelling initiatives have helped maintain ongoing public dialogue around tobacco harms, nicotine addiction, and the importance of prevention and cessation.

A Foundation for Long-Term Change | By combining statewide campaigns with local capacity building, this work has supported Colorado’s broader tobacco control goals—helping reduce tobacco use, shift social norms, and build healthier communities across the state.

In 2024, the Colorado Health Foundation released the Good Neighbor Messaging Guide, based on deep multi-year audience research, on how to deploy effective persuasive messaging about affordable housing policies. This guide shows how to activate supporters, move those who are conflicted or concerned, and neutralize opposition messages.

The Colorado Health Foundation then chose SE2 to distill the robust research into easily digestible pieces: an introductory video, six one-page guides, and a checklist to help keep advocates on track.

This engaging bilingual toolkit makes research insights accessible and actionable for community advocates seeking to address local opportunities or challenges.

Advocates who want to support affordable housing in their communities can now more effectively activate supporters, shift the opinions of those who are conflicted or concerned, and neutralize opposition messages.

More housing options create healthier communities. Those with stable, safe housing that fits their budget are more likely to be healthy, and they can better access educational and economic opportunities. That’s good for everyone.

The Good Neighbor toolkit is available here: The Good Neighbor Guide Toolkit | The Colorado Health Foundation

Environmental work lives at the intersection of science, systems, and everyday decisions. Across toxicology education, childhood lead prevention, glass recycling, and circular economy infrastructure, SE2 approached each project not as a marketing exercise — but as a translation challenge.

In every case, the question was the same: How do we make complex environmental systems feel clear, practical, and worth participating in?

Below is how that strategy came to life across initiatives.

Toxicology Video Series

When state partners needed to explain toxicology and chemical safety to broader audiences, the challenge wasn’t lack of information — it was overload.

Toxicology is layered, technical, and often misunderstood. Public conversations about chemicals can quickly drift toward fear, misinformation, or mistrust. At the same time, regulatory processes demand precision.

We began by listening closely to subject-matter experts — toxicologists, regulators, and policy leaders — to understand not only the science, but where confusion most often occurs.

Then we did what we do best: we translated.

Rather than simplifying the science into soundbites, we built a video series that walked viewers through complex concepts step by step — how exposure works, how risk is evaluated, how regulatory decisions are made. Visual storytelling became the bridge between data and understanding. Animation and motion graphics clarified processes that would otherwise remain abstract.

The tone was deliberate: calm, credible, and clear. We avoided alarmism. We avoided jargon. We treated viewers as capable partners in understanding.

The result was not just educational content, but trust-building content — reinforcing that environmental decision-making is rooted in evidence, process, and public health protection.

Childhood Lead Testing Campaign

Lead exposure is environmental science made painfully personal. And it disproportionately affects communities already navigating systemic barriers.

In working on childhood lead testing, we understood that awareness alone would not change behavior. Families already facing economic strain or language barriers do not respond to generic warnings.

So we grounded the campaign in lived experience.

We worked to ensure materials reflected real exposure pathways — older housing, imported cookware and pottery, cultural cooking practices — not abstract risk scenarios. Messaging was transcreated, not simply translated, to resonate culturally and linguistically.

Just as importantly, we shifted the tone. Instead of framing lead as a hidden threat lurking everywhere, we framed testing as an empowering act of protection. Something parents do because they care. Something manageable. Something accessible.

The campaign met families where they were — in trusted community settings, through culturally relevant channels, in clear and direct language. By reducing fear and increasing clarity, we helped increase confidence in testing as a practical next step.

Erase the Waste

Erase the Waste was not just about recycling. It was about economic infrastructure.

Colorado had recently launched new glass recycling and circular economy businesses — companies capable of turning recycled glass into new products. The challenge was supply. These facilities needed a steady stream of clean glass to operate at scale and prove viability.

Recycling behavior became an economic lever.

Rather than treating glass recycling as an environmental virtue, we positioned it as participation in something bigger — an investment in Colorado’s emerging circular economy. Every bottle recycled wasn’t just waste diverted. It was raw material fueling local industry.

The campaign reframed glass as a valuable commodity, not trash.

We developed messaging that connected individual household action to tangible economic impact. Recycling glass became a way to:

• Support local manufacturing
• Keep materials in-state
• Reduce landfill use
• Strengthen Colorado’s sustainability leadership

Visual storytelling highlighted the lifecycle of glass — from bottle to recycled product — helping residents see the direct connection between their curbside bin and the new businesses launching across the state.

In doing so, the campaign helped “feed” the circular economy investment with the product it needed: clean, recycled glass. Behavior change became supply chain support.

Colorado Circular Communities Website Redesign

Circular economy work requires coordination across municipalities, businesses, nonprofits, and state agencies. But even the best initiatives can stall if the digital infrastructure doesn’t support action.

The Colorado Circular Communities website needed to evolve from a repository of information into a working tool.

We began by mapping user journeys: What does a local government leader need when launching a circular initiative? What does a business owner need when exploring participation? What does a nonprofit partner need when seeking funding?

Then we reorganized the site around action pathways — not bureaucratic categories.

Resources were grouped by what users are trying to accomplish, not by agency structure. Accessibility standards were strengthened to ensure equitable access. Success stories were elevated to show that circular strategies are not theoretical — they are already working in Colorado communities.

The redesigned site became more than informational. It became connective tissue — linking partners, programs, and practical next steps.

Across projects, SE2’s environmental work has delivered measurable and systems-level impact:

• Increased Public Understanding | Complex topics like toxicology and chemical safety became accessible to non-technical audiences without sacrificing credibility.
• Greater Equity in Environmental Health | Lead testing outreach achieved deeper engagement in communities facing disproportionate risk, strengthening prevention and early intervention efforts.
• Behavior Change at Scale | Waste campaigns reframed disposal norms and supported more confident, climate-aligned household decisions.
• Stronger Implementation Infrastructure | The Colorado Circular Communities website redesign improved partner navigation, usability, and long-term sustainability of circular economy efforts.
• Durable Tools, Not One-Off Campaigns | Rather than producing isolated assets, SE2 builds ecosystems of materials — toolkits, digital hubs, training content, and community partnerships — that extend impact beyond a single media flight.

SE2 approached this work by developing a comprehensive toolkit of materials designed to support both providers and caregivers in understanding and engaging with Early Intervention services.
The toolkit included clear, accessible resources that helped identify developmental concerns, explained the benefits of early support, and guided families on how to take the next step. Materials for providers focused on equipping them with practical tools to start conversations with families, make referrals, and reinforce the importance of early action.

A central focus of the approach was destigmatizing Early Intervention. Messaging was intentionally framed to normalize developmental support as a positive and proactive step—emphasizing that seeking help early can lead to stronger outcomes for children and families. Rather than focusing on deficits, content highlighted growth, potential, and the value of getting support at the right time.
Together, these materials created a shared language and approach across providers and caregivers—making Early Intervention more approachable, understood, and utilized.

SE2’s work contributed to increased awareness and understanding of Early Intervention, helping more families and providers recognize the importance of identifying and addressing developmental delays early. As part of broader system efforts, Colorado saw growth in participation and engagement, including an increase in the number of children served—from 11,702 to 17,162 annually—and a 17% rise in average monthly caseloads.

These trends reflect a greater connection between families and services, alongside strong outcomes for those engaged: 94% of children showed developmental improvement and 99% of families reported that services helped them support their child’s learning and growth.

While multiple factors contributed to these outcomes, SE2’s communications and tools played a role in making Early Intervention more visible, understandable, and approachable—supporting earlier engagement and more informed participation across Colorado communities.

SE2 approached this work through a multi-year, integrated strategy designed to make child care quality easier for families to understand and act on. At the foundation was the development of clear, plain-language messaging that demystified what “quality” means in early childhood care and why it matters for children’s development.

To ensure this understanding translated into action, SE2 optimized the Colorado Shines website experience—improving how families search for, compare, and identify quality-rated providers. This included refining user pathways and prioritizing content that supports decision-making at key moments.
SE2 also developed English and Spanish toolkits that break down the core components of early childhood quality into accessible, real-world guidance for families and providers. These resources helped extend understanding beyond awareness into deeper engagement.

All efforts were reinforced through sustained, targeted paid media campaigns over several years, designed to build awareness, drive traffic to the platform, and ultimately connect families across Colorado to quality child care options.

Efforts to promote Colorado Shines contributed to measurable progress in both quality and access across the state. The percentage of high-quality providers increased from 30.9% in 2023–2024 to 33.4% in 2024–2025, alongside a 2.1% increase in licensed infant and toddler capacity, growing from 38,416 to 39,218 available spots.

Paid media campaigns played a key role in driving awareness and engagement. Facebook generated the highest overall reach with 1.8 million impressions, including 928,000 from the English-language campaign alone. Google Search delivered strong intent-driven performance, achieving a 4.99% overall click-through rate (CTR), with the English campaign reaching 6.84% CTR.

Additional channels reinforced engagement: Entravision e-blasts achieved a 1.92% CTR with a 17.7% view rate, Bright by Text outperformed benchmarks with a 2.69% CTR (exceeding the 1.25% benchmark), and dynamic display banners in both English and Spanish drove stronger performance and more clicks than static formats.

While multiple factors contributed to these outcomes, SE2’s integrated communications and media efforts helped increase visibility, engagement, and connection to quality child care—supporting continued growth in both provider quality and family access.

SE2 approached this work through a strategic communications lens—focusing on clarifying the value of professional development and positioning it as a pathway to both career growth and higher-quality care.
This included developing a clear communications strategy and messaging framework that made PDIS and the professional development guidelines easier to understand, navigate, and act on. Messaging emphasized real-world benefits for providers, including skill-building, career advancement, and the ability to deliver higher-quality experiences for children.

To activate this strategy, SE2 implemented an internal communications campaign targeting current providers. This effort focused on increasing awareness, building motivation, and encouraging deeper engagement with available tools and resources.

In parallel, SE2 extended outreach beyond the existing workforce through targeted paid media campaigns aimed at friend, family, and neighbor (FFN) caregivers—an audience often providing care informally. These efforts introduced the benefits of formal licensing and professional development, positioning it as an achievable and valuable next step.

Together, these efforts created a coordinated approach to both strengthen the current workforce and expand the pipeline of licensed, quality-focused providers across Colorado.

Evaluation findings showed that the videos and toolkit materials improved providers’ understanding of the Professional Development Guidelines and how to engage with the system. Providers reported greater clarity around available pathways, requirements, and next steps for advancing their careers.

The resources also made it easier for providers to navigate PDIS and related supports, increasing confidence in accessing tools, trainings, and opportunities. Overall, the work helped reduce barriers to engagement—making professional development feel more approachable, actionable, and relevant to providers across the state.

SE2 led communications strategy and messaging to support a clear, coordinated rollout of UPK across the state. This included developing plain-language messaging that simplified complex program details—helping families understand who qualifies, how to enroll, and what to expect.

SE2 worked to align messaging across audiences, ensuring consistency for families, providers, and community partners, even as implementation varied locally. Communications were designed to anticipate and address common points of confusion, reduce uncertainty, and build trust in the program.

Through this strategic approach, SE2 helped create a unified narrative for UPK—making a complex, high-profile policy initiative more accessible, understandable, and actionable for Coloradans.

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 approached this work by using authentic video storytelling to elevate the voices and experiences of early childhood providers—bringing visibility to both the impact and the opportunity within the profession.

The campaign centered on real provider stories, highlighting day-to-day experiences, personal motivations, and the meaningful role providers play in supporting children, families, and communities. These stories were designed to humanize the profession, making it more relatable and appealing to prospective providers.

In parallel, the content emphasized the tangible benefits of formal licensing, including professional growth, access to resources, and the ability to deliver high-quality care. By connecting personal stories with clear pathways, the campaign helped position early childhood as both a purpose-driven and viable career option.

To ensure accessibility and relevance across Colorado’s diverse communities, videos were produced in multiple languages. This approach expanded reach, reflected the diversity of the provider network, and made it easier for individuals from a range of backgrounds to see themselves in the role and understand how to take the next step.

The campaign contributed to increased interest in early childhood careers, generating more inquiries about becoming a provider and greater exploration of formal licensing pathways. By elevating real provider stories and clearly communicating the benefits of entering the field, the work helped make the profession feel more visible, relatable, and attainable.

These efforts aligned with broader statewide trends showing growth in the early childhood workforce. In FY 2023–2024, the number of personnel in licensed care settings increased by 4% to 25,783, and the overall early childhood care network grew by 19% to 132,711.

While multiple factors influenced these outcomes, SE2’s work played a supporting role by strengthening awareness, interest, and consideration—helping contribute to momentum around workforce growth and expanded participation in licensed care.