Santa Barbara Unified was honored by the California School Public Relations Association (CalSPRA) with a 2026 Excellence in Communication Award.

The statewide recognition celebrates the Culture of Care initiative, a comprehensive campaign spearheaded by Ed Zuchelli, the district’s chief of communications, to transform mental health support and safety through a student-driven lens.

The Culture of Care mission focuses on creating a proactive environment where resources are accessible, visible, and destigmatized.

The campaign was built on three years of direct advocacy from the Superintendent’s Student Advisory Committee.

“This recognition from CalSPRA validates our commitment to ensuring every student feels seen and supported,” said Hilda Maldonado, superintendent. “The Culture of Care is more than just a slogan, it is a promise to our families that mental health and safety are our top priorities.

“Ed Zuchelli’s strategic leadership was instrumental in bringing this vision to life and ensuring our message reached those who needed it most.”

The award-winning campaign achieved several milestones during the 2024-25 school year:
• Student-Led Advocacy & Safety: Following research into student well-being and a tragic loss at San Marcos High School, the communications team coordinated a multi-agency effort with State Sen. Monique Limón, the Santa Barbara Police, and LOSSAN Rail Agency to install suicide prevention signage along critical rail corridors.
• Digital Transformation: Based on student mock-ups and feedback, the team executed a total redesign of the district’s mental health web portal and launched a daily digital affirmation series via StudentSquare, ensuring resources are a one-stop shop for families in crisis.
• On-Campus Wellness Centers: The initiative secured philanthropic funding to establish dedicated Wellness Centers at all high schools and a pilot junior high. Students were integral to the design, selecting calming color palettes and sensory tools to ensure these spaces were welcoming havens rather than clinical environments.

CalSPRA, an organization for school communication professionals, highlights excellence in programs that demonstrate effective community impact and strategic planning.