Lead the Way

Start Your Path is a statewide, multilingual public service campaign designed to address Washington’s urgent behavioral health workforce shortage. Commissioned by the Washington Health Care Authority and developed by Quinn Thomas, the campaign expands awareness of behavioral health careers and guides diverse audiences toward attainable, community-rooted career paths.

Grounded in extensive research, including bilingual focus groups, and community input, the campaign uncovered a key insight: many young adults and career changers have personal lived experience with mental health or substance use but don’t realize this often-stigmatized experience can qualify them for meaningful roles in the behavioral health field. Confusing education requirements, financial concerns, and fear of emotional strain frequently prevent them from exploring these paths.

Start Your Path reframed what’s possible. Through clear messaging, culturally resonant creative, and low-barrier resources, the campaign demonstrated that impactful healthcare careers can begin with accessible entry-level roles where lived experience is not only valued but essential.

The integrated media approach prioritized authenticity and reach across English- and Spanish-speaking audiences. Key executions included short-form videos, paid search, Reddit conversation ads, transit placements, digital media and DOOH across Washington, sponsored podcast audio, and a guided career quiz on StartYourPath.org.

From September to December 2025, the campaign delivered 14.9 million impressions, 51% above plan, along with 88,000 website sessions and Spanish-language CTRs more than double expectations and industry benchmarks. To date, Start Your Path has generated over 250 million impressions and nearly one million site sessions, offering a scalable model for rebuilding Washington’s behavioral health workforce.