The campaign targeted youth & young adults, impacted communities, and parents & caregivers across California, with all media channels directing traffic to the LiveBeyondca.org website. Given the campaign's tight timeline, OOH formats were strategically selected to effectively reach each audience segment and ensure high frequency across the state. The OOH strategy included traditional billboards and poster packages, placed-based media such as cinema ads, high school and college campus placements, posters in convenience stores, and point-of-care digital screens for parents and caregivers. Spanish-language ads were also incorporated in areas with a high concentration of Spanish-speaking populations. Traditional high-profile roadside placements in neighborhoods with high concentrations of specific priority groups, such as BIPOC youth and lower-income communities. A hand-painted wall mural near a high school was designed as an interactive activation, allowing youth to take selfies with the campaign’s inspirational message, timed to coincide with the back-to-school season.