Mental Health Coalition

What Mental Health Coalition does

The Mental Health Coalition (legal name: The Mental Health Coalition; EIN 81-3992495) is a 501(c)(3) nonprofit organization founded in 2020 by fashion designer and social impact advocate Kenneth Cole and headquartered in New York, NY. The organization functions as a coalition of 40+ leading mental health organizations — including the American Foundation for Suicide Prevention, The Trevor Project, Crisis Text Line, NAMI, Mental Health America, the JED Foundation, Active Minds, and the Child Mind Institute — alongside impact partners (Don't Mind Me Foundation, Mental Wealth Alliance, The Defensive Line, Movember), creative partners (Pentagram, Prinkshop, PMK), media partners, and a network of 40+ MHC Champions including actors, artists, athletes, and advocates such as Selena Gomez via Rare Beauty/Rare Impact Fund. Its core offerings are free educational resources and programs rather than commercial products: a searchable Mental Health Resource Library aggregating content from alliance partners; culturally specific roadmaps for LGBTQ+ and BIPOC communities; the Youth Athlete Mental Health Playbook (co-developed with Kicking The Stigma, November 2025); the Wellbeing at Work employer program; awareness campaigns including Take It Personally and Reclaim Your Roots (with Meta); and the Thrive program combating self-harm and suicide content on digital platforms.

The Coalition's most distinctive technology asset is the Safe Online Standards (S.O.S.) rating system, launched February 2026 on Safer Internet Day and described as the world's first expert-driven ratings system to evaluate how social media, gaming, and digital platforms protect teen mental health and address exposure to suicide and self-harm content. S.O.S. was developed independently, without technology company or government funding, and at launch included voluntary participation from Meta, Google/YouTube, TikTok, Pinterest, Roblox, Discord, and Twitch, with Snap Inc. slated to join in 2026. The organization does not operate a paid software platform, does not have an app, and does not charge for any of its resources.

The business model is donations and grants, with the website's Donate page functioning as the primary funding channel. No revenue figures are publicly disclosed, and no venture or private equity funding is involved. Distribution occurs through the Coalition's own website (thementalhealthcoalition.org), social media channels across Instagram, Facebook, Twitter, TikTok, and Pinterest, member organization networks, MHC Champions' personal platforms, and events such as the Social Impact Summit at FIT. The Coalition's target audiences span the general public, LGBTQ+ individuals, BIPOC communities, youth athletes, and teens — with each served by tailored resources — alongside employers (via Wellbeing at Work) and policymakers/regulators (via the S.O.S. platform accountability work).

Name

Mental Health Coalition

Legal name

The Mental Health Coalition

Website

https://thementalhealthcoalition.org

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

The Mental Health Coalition is a 501(c)(3) nonprofit founded in 2020 by Kenneth Cole that operates as a coalition of 40+ leading mental health organizations. It provides free mental health resources, awareness campaigns, and the Safe Online Standards (S.O.S.) rating system evaluating social media platforms' teen safety practices.

Ownership category

akta.pro rank

Product category

Mental Health Advocacy and Nonprofit Coalition Services

NAICS

Voluntary Health Organizations (813212), Civic and Social Organizations (8134), Social Advocacy Organizations (8133)

SIC

Services-Misc Health & Allied Services, Nec (8090), Services-Social Services (8300), Services-Membership Organizations (8600)

akta.pro primary industry

Mental Health & Crisis Support Services (BPAGACAD)

akta.pro secondary industries

Public Health & Health Equity Organizations (BPAGACAL), Youth Mental Health, Counseling & Wellbeing (Education-Linked) Nonprofits (BPAGADAK), Mental Health & Crisis Support Services (BPAGAEAH)

Keywords

• Mental health advocacy
• Nonprofit coalition
• Mental health resources
• Stigma reduction
• Online safety standards

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations, Others

Revenue model

1. Donations and Grants: The Mental Health Coalition is a 501(c)(3) nonprofit organization (EIN 81-3992495) that operates primarily through donations and grants. The organization accepts donations through its website to support its mission of ending mental health stigma.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

The Mental Health Coalition is a 501(c)(3) nonprofit that aggregates and delivers free mental health education, resources, and advocacy programs through a coalition of 40+ leading mental health organizations. Its core offerings include the Safe Online Standards (S.O.S.) rating system for social media platform safety, community-specific roadmaps (LGBTQ+, BIPOC, Youth Athletes), a searchable resource library, and awareness campaigns such as Take It Personally and Wellbeing at Work.

Product overview

The Mental Health Coalition is a 501(c)(3) nonprofit organization that functions as a coalition of mental health organizations, brands, and individuals working to end stigma surrounding mental health. Rather than a technology product company, the Coalition operates educational programs and advocacy initiatives. Its core offerings include the Safe Online Standards (S.O.S.) rating system for evaluating social media platforms' teen safety, the Mental Health Resource Library, various mental health roadmaps and guides (LGBTQ+, BIPOC, Youth Athletes), and awareness campaigns like Take It Personally and Wellbeing at Work. The Coalition does not offer a software product or platform but rather provides educational content, evaluation frameworks, and community resources.

Differentiator

Problem solved

Functional benefit

Brands

• Safe Online Standards (S.O.S.): An independent rating system to evaluate social media platforms on teen safety efforts, assessing platforms on safety rules, design, moderation, and mental health resources.
• Thrive Program

Products and services

• Safe Online Standards (S.O.S.) An independent, expert-driven ratings system that evaluates how social media, gaming, and digital platforms protect teen mental health and address exposure to suicide and self-harm content. Launched for the general public, parents, and platform accountability stakeholders.
• Mental Health Resource Library A comprehensive, searchable database of mental health resources, tools, and support information provided by the alliance of leading mental health organizations, available free to the public.
• Roadmap to LGBTQ+ Mental Health Educational roadmap addressing LGBTQ+ mental health experiences, daily challenges, clinical concerns, and strategies for fostering wellbeing within the community, for LGBTQ+ individuals and their allies.
• Youth Athlete Mental Health Playbook A guide developed with Kicking The Stigma for coaches, parents, and caregivers to support youth athletes' mental health and create mentally safe, supportive environments.
• Coalition's Roadmap to Mental Health A comprehensive guide to understanding mental health, how to talk about it, and strategies for maintaining mental wellbeing, available free to the public.
• Reclaim Your Roots - BIPOC Mental Health BIPOC Mental Health Awareness Month programming that rallies communities around mental well-being that reconnects people to their cultural roots, developed in collaboration with Meta.
• Take It Personally Mental Health Awareness Month campaign bringing people together in a shared movement to end stigma surrounding mental health.
• Wellbeing at Work Workplace mental health program helping organizations support employee mental health and create healthy work environments.

Segments5 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

31 partnerships are on record, tiered core and minor.

• American Foundation for Suicide PreventioncoreStrategic or Co-development PartnerCoalition member providing suicide prevention expertise and resources to the MHC alliance. AFSP is dedicated to saving lives and bringing hope to those affected by suicide.
• The Trevor ProjectcoreStrategic or Co-development PartnerCoalition member - the world's largest suicide prevention and crisis intervention organization for LGBTQ young people, providing specialized resources for LGBTQ+ mental health.
• Crisis Text LinecoreStrategic or Co-development PartnerCoalition member providing free, 24/7 confidential mental health crisis support. Text COALITION to 741741 to connect with trained Crisis Counselors.
• National Alliance on Mental Illness (NAMI)coreStrategic or Co-development PartnerCoalition member dedicated to helping families and individuals affected by mental illness build better lives through education, support, and advocacy.
• Mental Health AmericacoreStrategic or Co-development PartnerCoalition member and nation's leading community-based nonprofit dedicated to addressing needs of those living with mental illness and promoting mental health for all.
• The JED FoundationcoreStrategic or Co-development PartnerCoalition member - nonprofit that protects emotional health and prevents suicide for the nation's teens and young adults.
• Bring Change to MindcoreStrategic or Co-development PartnerCoalition member established to end the stigma and discrimination around mental illness.
• Child Mind InstitutecoreStrategic or Co-development PartnerCoalition member - independent national nonprofit dedicated to transforming lives of children and families struggling with mental health and learning disorders.
• Active MindscoreStrategic or Co-development PartnerCoalition member - nation's leading nonprofit supporting mental health awareness and education for young adults.
• Depression and Bipolar Support Alliance (DBSA)coreStrategic or Co-development PartnerCoalition member providing help, hope, education and support for millions of people and families living with mood disorders.
• Kenneth ColecoreStrategic or Co-development PartnerFounder of the Mental Health Coalition (2020) and Creative Partner. Over 40 years of social impact and advocacy work including founding the coalition.
• PentagramminorStrategic or Co-development PartnerCreative Partner providing design services to the Mental Health Coalition.
• PrinkshopminorStrategic or Co-development PartnerCreative Partner supporting MHC campaigns and initiatives.
• PMKminorStrategic or Co-development PartnerCreative Partner (RCPMK) providing public relations and communications support.
• Don't Mind Me FoundationcoreStrategic or Co-development PartnerImpact Partner aiming to end stigma and discrimination surrounding mental illness and provide direct impact for those in need of care. Co-founded by MHC Champion Mina Tobias.
• Mental Wealth AlliancecoreStrategic or Co-development PartnerImpact Partner addressing the dire mental health gap in Black communities by raising awareness, ending stigma, and expanding access through Training, Teaching, and Treating.
• The Defensive LinecoreStrategic or Co-development PartnerImpact Partner on mission to end the epidemic of youth suicide, especially for young people of color, by transforming how we communicate and connect about mental health.
• MovembercoreStrategic or Co-development PartnerImpact Partner and leading global charity dedicated to changing the face of men's health, including mental health programs.
• Alo (Activewear Company)coreGTM or Marketing PartnerPartnership to bring mental health resources and education to women through Alo's International Women's Day activation at 100+ female-owned wellness studios across nine countries.
• Meta (Facebook/Instagram)coreStrategic or Co-development PartnerParticipating platform in Safe Online Standards (S.O.S.) initiative - voluntarily agreed to be independently rated for teen safety alongside other major tech companies.
• Google/YouTubecoreStrategic or Co-development PartnerParticipating platform in Safe Online Standards (S.O.S.) initiative - voluntarily agreed to be independently rated for teen safety.
• TikTokcoreStrategic or Co-development PartnerParticipating platform in Safe Online Standards (S.O.S.) initiative - voluntarily agreed to be independently rated for teen safety.
• Snap Inc. (Snapchat)coreStrategic or Co-development PartnerParticipating platform in Safe Online Standards (S.O.S.) initiative - voluntarily agreed to be independently rated for teen safety, with plans to join in 2026.
• RobloxcoreStrategic or Co-development PartnerParticipating platform in Safe Online Standards (S.O.S.) and joined the Thrive program to combat content related to self-harm, suicide, and eating disorders.
• DiscordcoreStrategic or Co-development PartnerParticipating platform in Safe Online Standards (S.O.S.) initiative - voluntarily agreed to be independently rated for teen safety.
• PinterestcoreStrategic or Co-development PartnerParticipating platform in Safe Online Standards (S.O.S.) initiative - voluntarily agreed to be independently rated for teen safety.
• TwitchcoreStrategic or Co-development PartnerParticipating platform in Safe Online Standards (S.O.S.) initiative - voluntarily agreed to be independently rated for teen safety.
• Social Impact Fund and FIT FoundationcoreStrategic or Co-development PartnerPresented $10,000 grants to Mental Health Coalition and hosted the Social Impact Summit where MHC founder Kenneth Cole received the 2026 Excellence in Fashion Philanthropy Award.
• Selena Gomez (Rare Beauty/Rare Impact Fund)coreStrategic or Co-development PartnerMHC Champion and partner. Gomez's Rare Beauty brand has raised over $30 million through its Rare Impact Fund to support youth mental health since 2020.
• Kicking The StigmacoreStrategic or Co-development PartnerCoalition member focusing on raising awareness about mental health disorders and distributing funding to organizations for treatment services. Co-developed the Youth Athlete Mental Health Playbook with MHC.
• Universal Music GroupcoreStrategic or Co-development PartnerFunded the creation of the Roadmap to LGBTQ+ Mental Health content.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Active Minds: Nation's leading nonprofit supporting mental health awareness and education for young adults. Directly comparable in mission, target demographic, and nonprofit advocacy model; also a coalition member of MHC.
• Born This Way Foundation: Co-founded by Lady Gaga, Born This Way Foundation is a celebrity-led nonprofit focused on youth mental health and kindness. Comparable to MHC as a high-profile, founder-driven mental health nonprofit targeting young people.
• Common Sense Media: Independent nonprofit that rates and reviews media and technology for kids and families. Most directly comparable to MHC's Safe Online Standards initiative, which similarly evaluates digital platforms for youth safety using expert-driven, independent methodologies.
• Child Mind Institute: Independent national nonprofit dedicated to transforming the lives of children and families struggling with mental health and learning disorders. Comparable in mission and youth mental health focus (also an MHC coalition member).
• The Jed Foundation: Nonprofit protecting emotional health and preventing suicide for teens and young adults. Closely comparable mission and youth demographic focus (also an MHC coalition member).
• Movember Foundation: Global men's health coalition running awareness and fundraising campaigns across mental health, prostate cancer, and suicide prevention. Directly comparable to MHC's coalition model, donor-supported structure, and impact-partner ecosystem (Movember is also an MHC Impact Partner).

Broad incumbents

• The Trevor Project: The largest suicide prevention and crisis intervention organization for LGBTQ young people, with significantly larger scale, budget, and direct service operations than MHC. Comparable in mission overlap on LGBTQ+ mental health (also an MHC coalition member) but broader scope.
• American Foundation for Suicide Prevention (AFSP): Largest US nonprofit dedicated to suicide prevention through research, advocacy, and loss support. Overlaps with MHC's mission and resource routing (also a coalition member) but operates at substantially greater scale with established state-level infrastructure.
• Mental Health America: Nation's leading community-based nonprofit dedicated to addressing the needs of those living with mental illness and promoting mental health for all. Directly comparable mission and nonprofit advocacy model (also an MHC coalition member) with broader programmatic footprint.
• National Alliance on Mental Illness (NAMI): The nation's largest grassroots mental health organization serving individuals and families affected by mental illness, with established education, support, and advocacy programs. Comparable mission and constituency (also an MHC coalition member) but far larger scale and direct service infrastructure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/mentalhealthcln
• Facebookfacebook.com/mentalhealthcoalition
• Instagraminstagram.com/mentalhealthcoalition/?hl=en
• Pinterestpinterest.com/mentalhealthcoalition/_created
• TikToktiktok.com/@thementalhealthcoalition
• LinkedInlinkedin.com/company/the-mentalhealthcoalition

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Mental Health Coalition