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.