Behavioral Health - iMatter Campaign
Colorado’s Behavioral Health Administration needed a series of short TikTok stories offering mental health support to teens. They wanted them to feel simple, relatable, and genuinely vulnerable.
Production
We shot three teen stories in a single residential home, using detailed production design and propping to create distinct environments for each character. The scripts were voiced from the teen’s perspective, which allowed us to capture private, candid, fly-on-the-wall moments—reinforcing the sense of isolation each story explored.
The Impact
The iMatter program has grown into a key mental-health resource for Colorado youth—connecting nearly 14,000 young people with free therapy and facilitating more than 51,000 sessions statewide. Our TikTok stories helped support that mission by meeting teens where they are and making the idea of seeking help feel more relatable and approachable. The program’s continued growth, and the state’s decision to make it permanent, underscore the value of that outreach.
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