Live Beyond Campaign

About Project

Adverse Childhood Experiences (ACEs) and toxic stress affect millions of young people in California. With 3 in 5 Californians experiencing at least one ACE and 1 in 5 young adults facing four or more, the stakes were high. Live Beyond, a campaign created with the Office of the California Surgeon General, set out to do more than raise awareness—it aimed to shift mindsets, provide tangible tools, and inspire real action.

Live Beyond was built around four key pillars:
- Understanding: Explain the impact of ACEs and toxic stress in a way that resonates.
- Reframing the Narrative: Show resilience as a skill, not a trait.
- Building Practical Skills: Provide science-backed strategies for stress management.
- Inspiring Action: Make mental well-being engaging, accessible, and shareable.

Instead of a top-down approach, we amplified youth voices, refining our messaging through focus groups, social listening, and listening sessions with caregivers and community leaders. We prioritized BIPOC, Tribal/Native, and other underrecognized communities to ensure cultural and linguistic resonance.

Live Beyond took a marketing-first approach, leveraging digital, social, and community activations to reach youth in spaces they naturally engage, amplifying authentic stories from real Californians and trusted influencers alike.

Campaign Impact
- Drove Engagement & Action: Over 809,000 people sought resources on the Live Beyond website, with 1 in 5 accessing Spanish-language content—proving the power of culturally relevant messaging.
- Sparked Conversations Where Youth Are: With a massive following and deep connection to her audience, YouTube creator Valkyrae helped spark authentic discussions on resilience and mental health. Her live streams attracted 260,000+ unique viewers, generating thousands of real-time chats on resilience and mental health.
- Amplified Reach Through Trusted Voices: Strategic partnerships with Refinery29, Twitch creators, and Native American media outlets placed Live Beyond’s message in the digital and cultural spaces youth trust.
- Maximized Investment & Extended Impact: Secured $2.47M in additional media value through earned media, sponsorships, and bonus placements. The campaign also brought mental health education into real-life spaces through 30+ in-person events across California.

By combining data-driven insights, innovative digital strategies, and community-first engagement, Live Beyond successfully shifted perceptions, increased awareness, and provided tangible pathways to resilience and healing for young people across the state.