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Stein IAS Launches Christmas Children’s Story To Support Mental Health Charities


50% of mental health disorders begin before the age of 14 and 75% before 24. And now, the COVID-19 pandemic has taken an unprecedented toll on families’ mental health and well-being. As a result, in the belief that this year more than most, everyone could use some help navigating mental health – especially children - marketing agency, Stein IAS has partnered with two charitable causes this year - UK charity 42nd Street and US charity Child Mind Institute – to support young people and their families.

Utilizing the talents and creative skills of its employees, Stein IAS has written and illustrated a beautiful children’s book called ‘The Not-So-Happy Elf’, to raise money and spirits. All proceeds from donations will go to the two charities.

Simone Spray, Chief Executive for 42nd Street, says: “Young people’s needs are at the very center of all we do. It has been a tough year for so many people, children especially. So, when Stein IAS introduced us to ‘The Not-So-Happy Elf,’ we fell in love. It is a beautifully crafted story with a very important message and we cannot wait to hear what our children and their families think of it.”

Harold S. Koplewicz, MD, president of the Child Mind Institute, says: “Before COVID-19, one in five children struggled with a mental health or learning disorder. Right now, every child and teenager’s mental health is affected by the pandemic. We are committed to creating a brighter future for our children and we hope that this touching story will educate and inspire this holiday season.”

Reuben Webb, Chief Creative Officer and Chief Values Officer at Stein IAS, says: “Access to mental health support for children is vital and it is something that has taken on more poignancy as the year has progressed. We wanted to create something magical that children can enjoy and resonate with, in the hope that it will bring them a smile and some comfort. Readers can follow the elf on a journey of navigating mental health, with some wise words shared by Santa Claus. It tugs at the heart strings and is an uplifting story, which we hope children and their families will enjoy.”

42nd Street is based in Greater Manchester, UK, and has supported young people with emotional wellbeing and mental health since 1980. The charity offers a range of individual therapeutic support, learning opportunities, groups and creative activities for young people.

The Child Mind Institute is dedicated to transforming the lives of children and families struggling with mental health and learning disorders. The charity works to deliver the highest standards of care, advance the science of the developing brain and empower parents, professionals and policymakers to support children when and where they need it most.

To donate and receive your copy of ‘The Not-So-Happy Elf’,’ visit

About Stein IAS

Stein IAS is the Post-Modern Marketing Agency merging state-of-the-art technology with creative passion. We’re trusted partner to global B2B brands, connecting them with customers rationally, emotionally and financially. That’s why we’ve been named Agency of the Year by the ANA Business Marketing five years consecutively and eight times in the past ten years.

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