I Matter

Amelie worked with the Office of Behavioral Health to brand and promote a youth mental health program.

One in four teens in the U.S.has reported a pandemic-related decline in mental health. In June 2021, the Colorado state legislature passed a bill that established a program to provide free behavioral health sessions to all youth statewide. Amélie was tasked with spreading the word about this critical initiative to both youth and trusted adults in their lives.


During times of stress, youth turn to friends to confide in and solicit advice. There’s power in the solidarity of seeing yourself in others, and it’s a moment for youth to understand they aren’t alone in the way they feel. With the I Matter campaign, we incorporated the power of peers by using a first-person voice in copy and eye-catching visuals of a diverse set of characters to ensure all youth could identify with the campaign. 

Colorado’s teens absolutely matter—I Matter reassures young people they aren’t alone with their feelings and that help is available for their mental health. I Matter, informed by input from a youth advisory board, was also transcreated into Spanish.


The campaign is still in its early days, but preliminary results point to a very successful launch:

  • In five months, the campaign has garnered over 303 million earned media impressions, including national coverage, with an estimated publicity value of $2.8 million
  • There were over 222K campaign materials ordered by schools and community organizations in just one month to promote the campaign in their communities.

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