The DREAM
The State of Colorado’s Early Childhood Department, Illuminate Colorado and the Colorado Partnership for Thriving Families needed to implement preventative public health strategies to reduce child abuse and neglect.
The dream was to move away from "shame-based" messaging and instead build a supportive social connections campaign. They turned to Axiom to develop a statewide social norming campaign that encouraged parents to ask for help and prompted community members to offer it, fostering a culture where "sending backup" is the norm.
Bringing the dream to life
Axiom developed a community-tested marketing concept—#SendBackUp and #GotUrBack—that utilized relatable, high-impact visuals and messaging to build supportive networks around families.
Detailed Deliverables
Campaign Concept Development
Created the #SendBackUp / #GotUrBack creative concept, which achieved an 83% positive sentiment rating in community testing.
Strategic
Communications Plan
Developed an integrated five-year marketing and communications plan to ensure long-term campaign sustainability.
Paid Media Implementation
Managed a large-scale paid media campaign that achieved over 24 million impressions at a highly efficient $5.12 CPM.
Video Production
Produced a suite of campaign videos that have generated over 1,000,000 views since campaign launch.
Website Integration
Developed a dedicated campaign website to facilitate community engagement and connection to resources.
