Parenting has never been easy, but today’s challenges make it feel more overwhelming than ever. Many parents wonder: Am I doing enough? How can I help my kids navigate their emotions and thrive? 

For many, accessing such support can feel daunting or unattainable. BrightLife Kids—a groundbreaking program funded by the State of California—aims to change that by offering free behavioral health resources to families across the state. 

At Fraser Communications, we had the privilege of partnering with BrightLife Kids to launch a comprehensive, multilingual campaign that connects parents to these critical services. This initiative provides all California families with kids aged 0-12 access to virtual 1:1 behavioral health support, multimedia wellness tools, and expert advice—all at no cost. 

Crafting a Campaign That Resonates 

The campaign’s creative foundation rested on a simple but powerful insight: Parents need tools they can trust to help their kids through life’s challenges. Our research revealed that parents resonated deeply with the idea of having a "toolbox" of strategies to navigate everyday struggles and pivotal moments. 

This insight inspired the tagline, “All the tools for all the feels,” which became the backbone of the campaign. We used relatable imagery of parents and children experiencing real-life scenarios, focusing on authenticity and optimism. The campaign conveyed a clear message: BrightLife Kids is a partner in helping families thrive, providing solutions that empower parents without judgment. 

A Multi-Channel Approach to Build Awareness 

To ensure this campaign reached families statewide, we implemented a robust, year-long media strategy that included: 

• Digital advertising. Engaging, multilingual video and display ads targeted parents where they spend time online.
• Social media. Creative content optimized for platforms like TikTok, Instagram, and Facebook, leveraging authentic and relatable storytelling to drive engagement.
• Print & out-of-home advertising. Billboards and transit ads across California highlighted the accessibility and value of BrightLife Kids. 

This variety of channels ensured parents encountered resources wherever they were.  

Early Wins and Growing Impact 

The BrightLife Kids campaign, developed and implemented by Fraser, had a significant impact. We have signed up over 85,000 families in just 13 months—exceeding expectations while maintaining a lower-than- planned cost per acquisition. These sign-ups represent a diverse cross-section of California families, demonstrating that the campaign’s multilingual, multi-channel approach is successfully reaching and motivating parents statewide.

Month-over-month increases in landing page engagement and enrollments confirm that parents are not only resonating with the message, but taking action. By pairing thoughtful storytelling with strategic media placement, BrightLife Kids is proving that trust and accessibility can transform how families approach behavioral health support for their children.

Why It Matters 

For public health leaders, this campaign offers a roadmap for addressing stigma and accessibility in health programs. Fraser’s approach combined research-driven insights with creative messaging to ensure families felt supported, not judged. 

Programs like BrightLife Kids underscore the importance of meeting families where they are—online, in their communities, and with solutions that empower rather than overwhelm. 

Let’s Work Together 

At Fraser Communications, we specialize in creating campaigns that connect deeply and drive results. Whether you’re launching a public health initiative, a hospital program, or a behavior-change campaign, we’d love to help. 

Let’s build the trust and connection your audience needs. Contact us today.