Content marketing

Reinvigorating the fight against mental illness.

Vibrant Emotional Health, formerly the Mental Health Association of NYC (MHA-NYC), has spent 50 years at the forefront of promoting emotional well-being for all people. By combining state-of-the-art technology-enabled mental health crisis tools, local community service programs, education, and advocacy work, Vibrant advances access to care, dignity, and respect for all.

In 2018, MHA-NYC changed its name to Vibrant Emotional Health in order to reflect their passion for celebrating each individual and continued focus on revolutionizing the mental health care system. They wanted to more effectively share their vision of a society in which emotional wellness is a reality for everyone.

Along with its new name, Vibrant embarked on a brand refresh, including a new logo, color palette, website design and messaging. We were responsible for crafting new copy for the redesigned website, communicating Vibrant’s fresh vision for emotional wellness.

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.


For the last two years, Erin has been the lead speechwriter for Vibrant’s annual fundraising gala in NYC. Each year, Vibrant She has written the remarks for all of the participants and award recipients, as well as for board members and CEO Kimberly Williams. These speeches gave Vibrant a cohesive image through which to promote their interests to donors and the community.

In 2018, Vibrant’s gala theme was #BeThe1ToSaveALife, and honored Grammy-nominated Def Jam artist and mental health advocate Logic for the media attention he brought to the National Suicide Prevention Lifeline. The event raised more than $700,000 for emotional health and suicide prevention. 

In 2019, the theme of the gala was “Share. Connect. Heal.”, and honored ABC’s “A Million Little Things” for its powerful portrayal of a group of friends who support one another and find healing after one of their close friends dies of suicide. The event raised more than $600,000 to transform emotional health for those in need.

For two consecutive years, Erin has been the leader writer of Vibrant’s annual reports, highlighting the organization’s major impacts across its core programs. For each report, Erin interviewed recipients of Vibrant’s services and the case workers, hotline operators and therapists who bring hope to those struggling with their emotional health. These stories featured a diverse array of people, including emergency responders in Puerto Rico, participants in NYC youth support groups, and bankruptcy attorneys. 

Written in the first person, this storytelling felt raw, personal and authentic. Altogether, they demonstrate the enormous impact of Vibrant’s and reflect the organization’s celebration of each person’s potential to achieve emotional well-being.


Washington, DC

© 2019 Iced Coffee, Please.  

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Where we drink (iced) coffee.
Let us buy you one:

Where we drink (iced) coffee.
Let us buy you one: