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Discover the Story

‘The Not-So-Happy Elf’ is a powerful story made for children and the whole family to enjoy. Experience how a little elf – with the support of Santa Claus and the elves of the North Pole – turns a frown upside down in this uplifting tale.

Watch the video to hear the little elf’s tale and donate today for your copy of the book.

Donate and Get a Copy

Bring the Story to Life with Augmented Reality

See the little elf, Santa Claus and every toy on the shelf in a new way in this immersive experience. You can use your phone to view a virtual copy of the book in your space and have a narrator read it to you.

This experience requires both a mobile and desktop device. Visit on a desktop device to begin.

The Cause

One in five children have a mental health or learning disorder. And now, the coronavirus has taken an unprecedented toll on families’ mental health and well-being. Will you help us support these children and their families this holiday season?

One in four young adults have seriously contemplated suicide during the pandemic

6,000+ US adolescents die by suicide every year

50% of mental health disorders begin before age 14, and 75% begin before age 24

60% of youth with diagnosable depression don’t get treatment

80% of youth with a diagnosable anxiety disorder don’t get treatment

How you can help

Stein IAS have partnered with two mental health charities, the UK-based 42nd Street and the USA-based Child Mind Institute to support young people and their families.

Headquartered in New York, USA, the Child Mind Institute is an independent, national non-profit dedicated to transforming the lives of children and families struggling with mental health and learning disorders. The organization 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.

Based in Greater Manchester, UK, 42nd Street has been supporting young people with their emotional wellbeing and mental health since 1980; encouraging them to find their voice, develop new skills, have fun and demonstrate that they can manage their mental health and wellbeing to achieve their full potential.

About Stein IAS

Stein IAS is part of MSQ Partners and the world’s most advanced B2B marketing agency, progressing the fields of creative marketing, strategic insight, data enabled contact strategy and marketing technology. This project is a natural expression of the company’s culture, values and creativity and forms part of a series of community support initiatives.