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We invited a bilingual, diverse group of parents to what they thought was a focus group on child rearing. Then we filmed their emotional reactions as they realized their private concerns were shared by all parents, everywhere.
Our stunt was the basis for a social and paid campaign that drove Coloradoans to a website where they could report concerns, get parenting support, and learn about fostering.
The campaign was supported by print, digital and transit ads that inspired a bilingual audience and let everyone know that together, we can build a Colorado for kids.