Content strategy 

Promoting emotional wellbeing for all.

Vibrant Emotional Health, formerly the Mental Health Association of NYC (MHA-NYC), has spent 50+ years at the forefront of promoting emotional wellbeing for all people. In 2018, MHA-NYC changed its name to Vibrant Emotional Health to reflect their vision of a society in which emotional wellness is a reality for everyone. With a small in-house communications team, Vibrant sought a partner who could both be strategic and hands-on in crafting new, compelling messaging for the website.

Writing the new future for emotional health.

Founded in 1969 as a local mental health advocacy organization, the Mental Health Association of New York City is seen as the gold standard in delivering high-quality, innovative services, educating the community about mental health and advocating for much-needed reforms. But after more than 50 years of experience, MHA-NYC’s footprint had expanded dramatically, now serving more than 2.5 million people every year across the country.

With national reach and recognition, the organization and its goals had far exceeded its locally-focused name. When we partnered with MHA-NYC, they had recently rebranded, naming themselves Vibrant Emotional Health. The new name captured the essence of its vision for a world in which every person has the right to achieve emotional wellbeing.



We wrote new copy and taglines for every inch of the new website, collaborating closely with branding agency, Good Stuff Partners, and Vibrant’s Vice President of Communications.

Ongoing Collaboration

Having established a track record of collaborative success, Vibrant has since engaged us in ongoing annual projects, including their annual reports and fundraising galas. We interview, research and write speeches for the gala, crafting messaging for board members, celebrities and Vibrant’s leadership. Additionally, we work hand-in-hand with the communications team to interview and write all of the stories for Vibrant’s annual report. This long-term partnership means we can hit the ground running from day one on each of these endeavors.


Washington, DC

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Where we drink (iced) coffee.
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