Challenge
The Eric Monday Foundation (EMF) was founded to support youth, originally focused on wrestling, by promoting mental health awareness and breaking down stigma around it. As the organization grew, it needed an updated identity and clearer messaging to reflect an expanded mission: supporting any adolescent or young adult involved in competitive activities, from athletics to programs like chess team and band, where similar pressures and mental health challenges exist.
Solution
Focused Image helped EMF redefine and broaden its identity to reach this wider audience, with a focus on the adults who influence these kids most, coaches, directors, and program leaders. We supported communications around EMF’s training efforts, including its online training designed to help these leaders better recognize and discuss mental health issues with the youth they guide. We also partnered with EMF on fundraising initiatives, including promotion for Melee ’til Midnight, a signature wrestling tournament event.
Outcome
EMF emerged with a clearer, more inclusive identity and a stronger platform for outreach, better positioning the foundation to engage coaches and directors across a wide range of competitive activities. Fundraising efforts were reinforced through high-visibility events like Melee ’til Midnight, which has drawn 500 wrestling families from 18 states, helping expand EMF’s reach and support for youth mental health.
