Mission to Live Foundation
Context
Mission to Live Foundation is a U.S.-based nonprofit that funds access to psychedelic-assisted therapy for veterans and first responders suffering from PTSD, traumatic brain injury, and related conditions. When we began working together, the mission itself was powerful, and the impact was already real, but the way it was being communicated did not fully reflect the depth or seriousness of the work. The foundation had an existing presence on social media, yet it lacked structure, and the message was not consistently reaching or resonating with the people it needed to. At the centre of this was an underused asset. Jay Kopelman, the foundation's CEO, is not only a leader but a direct expression of the mission itself. His experience as a Marine, his personal struggles with PTSD and TBI, and his transformation through treatment gave the foundation a level of credibility that cannot be manufactured.
The Challenge
The challenge was to communicate a complex and sensitive subject in a way that felt credible, grounded, and responsible, while also building trust and encouraging action. The foundation needed to speak to two distinct audiences at once. Veterans and first responders who were often sceptical and slow to trust, and donors, policymakers, and partners who required clarity, structure, and evidence before offering support. Without a consistent voice or a clear narrative, the message struggled to connect with either group in a meaningful way. There was also a need to clearly define the foundation's role, ensuring that its position as a funding and access organisation was understood without confusion around treatment delivery.
The Approach
The starting point was to anchor the entire strategy around Jay Kopelman's voice, allowing his experience to lead how the mission was understood. Rather than positioning the foundation as an organisation first, the focus shifted towards a founder-led approach where his story created the entry point. This made the message more immediate and more credible, particularly for veterans who respond to lived experience rather than explanation. From there, the strategy introduced a clearer content structure that balanced emotional depth with clinical credibility. Personal stories and reflections created connection, while research, data, and explanation ensured the work was understood as legitimate and grounded in evidence.
What We Delivered
Founder-led positioning
We positioned Jay Kopelman as the central voice, ensuring his story and leadership shaped how the foundation was understood.
Content strategy and narrative structure
We developed a structured approach that connected storytelling, education, and impact into a consistent narrative.
Audience-led messaging
We refined the message to speak directly to both veterans and supporters, balancing emotional connection with credibility.
Educational and credibility content
We introduced content that explained the treatment process, the science behind it, and the role of the foundation in a clear and responsible way.
Content aligned to action
We ensured each piece of content guided the audience towards a clear next step, whether that was applying for support, donating, or engaging further with the mission.
Platform execution
We aligned content across Instagram and LinkedIn so it remained consistent while adapting to how each audience engages.
The Outcome
As the strategy shifted towards a more structured and founder-led approach, the way the content performed began to change almost immediately. By placing Jay's voice at the centre and introducing a clearer narrative across platforms, the content became easier to engage with and more aligned with the audience it was intended to reach. Veterans were able to recognise themselves in the message, while supporters and partners could more clearly understand the role and impact of the foundation, which created a stronger sense of trust on both sides. This shift translated into measurable growth within the first month. Audience growth increased by 28%, Instagram reach expanded by 1,085%, and profile visits rose by 249%, while engagement reached 12.37%.
Results
Key Outcomes
- →Clearer positioning of Jay Kopelman as the voice of the foundation
- →Stronger connection with veteran and first responder audiences
- →Improved clarity around the foundation's role and impact
- →Increased engagement and more meaningful audience interaction
Reflection
This work reinforced that in spaces where trust is difficult to earn, the strength of the message depends on who is delivering it. By placing lived experience at the centre and supporting it with clear structure, the foundation was able to communicate its impact in a way that felt both credible and human, which made it easier for the audience to engage with confidence.
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