SINCE 2017

24,025

STUDENTS REACHED

1,382

INSTRUCTORS TRAINED

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SINCE 2017

20,099

STUDENTS REACHED

1,250

INSTRUCTORS TRAINED

Teacher Login
DONATE

SINCE 2017

17,000

STUDENTS REACHED

700

INSTRUCTORS TRAINED

WHEN STUDENTS BECOME
CONFIDENT LEARNERS,
THE LIKELIHOOD FOR SUCCESS
IS DRAMATICALLY INCREASED.

Choose Creativity empowers children to develop into confident, resilient
learners through an asset-based social and emotional learning curriculum.

WHEN STUDENTS BECOME
CONFIDENT LEARNERS,
THE LIKELIHOOD FOR SUCCESS
IS DRAMATICALLY INCREASED.

Choose Creativity empowers children to develop into
confident, resilient learners through an asset-based
social and emotional learning curriculum.
DONATE
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THE PILLARS OF OUR PROGRAMMING ARE 10 PRINCIPLES OF CREATIVITY

Through our curriculum, Learn with Creative Confidence, teachers learn to integrate the 10 Principles into all aspects of the educational setting, building students’ self-efficacy and social, emotional, and cognitive skills.

WHOLE SCHOOL PROGRAM

AFTER-SCHOOL PROGRAM

WORKSHOPS

CREATIVE CONFIDENCE BUILDS SELF-EFFICACY

When students become confident learners, the likelihood for success is dramatically increased. Legendary Stanford psychology professor Albert Bandura has shown that “our belief systems affect our actions, goals, and perception. Individuals who come to believe that they can effect change in their lives and worlds are more likely to accomplish what they set out to do. [They] set their sights higher, try harder, persevere longer, and show more resilience in the face of [adversity].” (Source: “Creative Confidence: Unleashing the Creative Potential Within Us All” by David Kelley and Tom Kelley)
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THE CHOOSE CREATIVITY AWARDS

The CCAs celebrate and honor the world’s most inspiring and impactful creators — fierce trailblazers as we like to call them. The honorees are unique in transcending fields and industries — spanning the arts, sciences, technology, and education. The awards show inspires and entertains, while promoting creativity’s critical role throughout our communities, economy, and society.

All proceeds from the CCAs, our main fundraiser, fund the delivery of our flagship Learn with Creative Confidence curriculum to schools and after-school programs across the country.

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THE STORY OF CHOOSE CREATIVITY

Marina and Kevin Krim established the Lulu & Leo Fund, which evolved into Choose Creativity, in memory of their children Lulu and Leo, who were lost in a tragedy in October 2012. The organization’s work seeks to honor the role of creativity in their lives. Marina and Kevin developed the 10 Principles of Creativity directly from their experience of rebuilding their family and lives. To date, Choose Creativity has reached nearly 1,400 educators and 24,000 kids.

Marina’s Story
Kevin’s Story
Marina’s Story
Kevin’s Story

EXPLORE THE 10 PRINCIPLES OF CREATIVITY

AUTHENTIC

My ideas come from who I am

RESOURCEFUL

I can make something from nothing

CURIOUS

I like to learn new things & try out new ideas

UNCONVENTIONAL

I can do things in unexpected ways

PATIENT

I know my best ideas take time

EXPRESSIVE

I can share my feelings in different ways

INTUITIVE

I trust myself & what feels right to me

PRESENT

I pay attention to myself & my world

INVENTIVE

I come up with & use good ideas in all parts of my life

A small child holds up a creative project that reads "Soy Ingenioso"

INSPIRED

I get ideas from my everyday life & world

A small child wearing a red shirt smiles.
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WHAT PEOPLE ARE SAYING
"This program has impacted our scholars by allowing them to engage in the arts in a unique way. With 10 different core values, they were able to implement them into their daily enrichment activities. Our scholars were able to grow, think differently, and have fun."
Cherice BedfordAssistant Community School Director at Children’s Aid College Prep Charter School
Cherice Bedford
"I want my kids to build a strong sense of being. With this framework, you see the brightness in the student’s eyes, because not only was it fun, but they can also put it to good use for whatever situation pops up for them."
Kimberly SuazoFacilitator, Children's Aid
Kimberly Suazo
"We don't always realize how integrated creativity is in our daily lives. Think about the last problem you resolved — the 10 Principles of Creativity help you understand how you solved it. The impact this program has had on our educators and kids is important and powerful to see."
Jorge BlauClient Engagement Associate & Former Community School Director, National Center for Community Schools
Jorge Blau
"When we implemented this program, the students and teachers looked forward to each activity. It built a sense of community, positivity, and fun throughout the building. As the Principal of the school, it was rewarding to visit each classroom and see how the teachers and students used and applied the Principles each day. Learn with Creative Confidence provides a structure and shared vocabulary to teach students to become learners with creative confidence."
Terese BoeglyFormer Principal of Conshohocken Elementary School
Terese Boegly
"It's a pleasure watching the children get excited about each lesson. Their eyes light up as they learn each concept and participate in the creative activities. It is amazing to see how easily they embrace the Principles and start calling them out. You see their self-esteem and their personalities rise to the surface as they embody the creative lifestyle."
Nicole Najmah AbrahamCreative Coach
Nicole Najmah Abraham
"It's very easy to look at the [after - school] curriculum and say, 'Oh, I'll fill this in for an arts and crafts block.' If you have that idea, you have to let it go. It's not just art — that is the modality which we are using to express those 10 different character building traits."
Kristin BrownLead Specialist, Children's Aid
Kristin Brown
"Through the 10 Principles, not only was I able to gain insight into my own behaviors and habits, but I am also able to better appreciate the different perspectives of others. This is a great workshop for organizations, providing participants with a shared language and the tactical tools to help enhance empathy, collaboration, and innovation."
Kat HincheyChief of Staff, The American Society of Composers, Authors, and Publishers
Kat Hinchey
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SEE THE POSSIBILITY IN EVERY MOMENT

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  • Donate
  • Terms of Service
  • Financials
  • Contact Us

DISCOVER

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Headshot of Christina Noyes

Melissa Shaw

Creative Coach
Melissa is a writer, theater artist, and educator who has taught and conducted workshops in schools, detention centers, corporate offices, and homeless shelters. She has worked with a variety of organizations including Brooklyn Arts Council and Community Word Project and was on faculty at Drew University’s Institute on Religion and Conflict Transformation.
Headshot of Nancy Quach

Nancy Quach

Program/Administrative Assistant
Nancy holds an MS degree in Education with a concentration in Mental Health Counseling and a BA in Psychology from St. John’s University. When not working at the Fund, she is a professional skating coach at Chelsea Piers. For the past 15 years, Nancy has taught a creative skill-based curriculum to various age groups. Nancy worked as a preschool director prior to joining the Lulu & Leo Fund, where she developed an on-ice and off-ice curriculum that has made the program so successful today.
Headshot of Damian Owens

Damian Owens

Creative Coach
Damian is an artist, cartoonist, vocalist, and guitarist with several years experience as a Child Care Facilitator at Children’s Aid. He holds a degree in Audio Engineering.
Headshot of Christina Noyes

Christina Noyes

Creative Coach

Christina is a credentialed arts and drama teacher and an instructional technology curriculum designer. She is currently a consultant leading various technology and creative workshops throughout the San Francisco Bay Area.

Meredith McNerney

PD Facilitator

Former principal from West Maryland, Meredith’s passion is strengthening strategic partnerships with community agencies and nonprofits. She believes that an integrated model between community and school increases access to services for students by providing culturally sensitive prevention and early intervention-oriented services. She advocates for programs to support social-emotional learning, behavior, and academic motivation for students through a safe, accessible environment. Meredith was recently awarded The Superintendent’s Administrative Award for Excellence and Equity based on academic growth and achievement among English Learners (ELs) at Gaithersburg Elementary. Meredith believes in the Choose Creativity Curriculum. Based on her experience, she knows staff and students will benefit deeply from the mantras, lessons, and activities to empower all learners to see the possibility in every moment!

Headshot of Jason Krobatsch

Jason Krobatsch

Marketing and Communications Manager
Jason joined the Fund in 2019 with a background in marketing, publicity, and social media. He has worked at multiple agencies covering industries including theatre, nonprofits, higher education, and entertainment. He earned a BA in Communication with a minor in Theatre/Comedy and an MA in Professional Communication from William Paterson University. Jason has relied on creativity throughout his life in various forms and is thrilled to support the mission and legacy of the Lulu & Leo Fund.
Headshot of Marina Krim

Marina Krim

Creative Director

Marina is a mother, teacher, artist, entrepreneur, and co-founder and board member of the Lulu & Leo Fund and ChooseCreativity.org. Marina turned the tragic loss of two of her children into an inspirational movement and creative curricula that empower children, families, and communities to survive and thrive in the face of adversity. Marina earned her MA and BA degrees in Education from the University of Southern California, and has been a teacher in California and New York, as well as founder of several creative businesses. Marina resides in New York with her family.

Headshot of Stephanie Krieger

Stephanie Krieger

Senior Director of Programs
Stephanie has a combination of programming and fundraising experience and a lifelong passion for making creativity accessible to everyone. Prior to joining the Lulu & Leo Fund, Stephanie served as Manager of the Lincoln Center Corporate Fund, raising millions in corporate revenue. Her previous experience includes working in Development at MoMA and planning volunteer events for the corporate sponsors of New York Cares. Stephanie earned a BA in Art History and Business from Muhlenberg College and holds a MA in Arts Administration from Columbia University.

Terese Boegly

Educational Design Consultant
Terese has worked as a teacher, principal, and professor for 30 years. She completed her doctoral work at Arcadia University, Glenside PA. Her work as a principal was highlighted in Bena Kallick’s Using Curriculum Mapping and Data Analysis to Improve Instruction (2008). She has presented at national conferences on topics including Creating a Culture of Mathematical Empowerment, Professional Learning Communities, and Successful Strategies for Closing the Achievement GAP. Terese has extensive knowledge and experience creating positive and supportive learning environments and helping schools address the social and emotional needs of children. She used Choose Creativity in her school and they continue using it following Terese’s departure.

Sandra Benedict

Director of Development

After graduating from Rutgers University with BA’s in both Communication and English, Sandra enjoyed a successful career in enterprise sales at Adobe and Hewlett-Packard. She moved to the nonprofit arena when her children began elementary school, joining the staff of the New Jersey Marathon. Seeing firsthand the impact socio-economic status has on a child’s ability to be active, she implemented a school-based program that incentivizes exercise through play. Sandra has inspired generous individuals and entities to share their resources to further worthy missions including combating childhood obesity, freeing the wrongly imprisoned and making healthy food choices accessible to low-income households.