Pure Leaf -
Purpose

To elevate year 2 of Pure Leaf's "No" Grants purpose campaign we partnered with journalist, author, and TV host Elaine Welteroth. Our goal was to unveil the unrealistic "perfect mom" facade - and show support for mothers to say "no" more in life so they can say "yes" to what matters most.

Our content drove viewers to apply for a grant, which doubled last year’s commitment with a total of $400,000 of financial support.

We’ve received thousands of applications and beat last year’s total applicants in just the first round. We also connected with a few grant winners in a virtual roundtable hosted by Elaine.

LAUNCH

ENTRY SITE

GRANT WINNERS