In 2024, the Child Mind Institute, approached Tantrum with a challenge. While CMI was well-known in New York, its national visibility lagged. Despite having clinics across the country, the brand hadn’t broken into small-donor fundraising. And while its science-based approach was a strength, it often came off as cold or emotionally distant.

CMI aimed to launch its first small-donor campaign to expand reach beyond large-scale donors. But its three-pillar structure — Care, Education, Science — created internal confusion. And in today’s climate, leading with science felt risky. The brand needed to connect with audiences through hope and clarity, not just struggle.

Tantrum built a campaign that drove both awareness and donations — rooted in a repositioned brand voice and a strategic messaging platform. By revisiting the organization’s core strength — its rigorous, science-backed approach — we crafted a direction that didn’t shy away from complexity, but paired it with heart. The result was a campaign built on a core direction: Facts meet feelings.