Relationships First is a new nonprofit cause on a mission to improve lives—and therefore the world—by making relationships better. To achieve this, our society must understand the true value of relationship skills so that people will invest in improving them. The founders of the campaign hired SHOESTRING for their nonprofit branding, marketing communications, web design and digital PR. In July 2010, Harville Hendrix, Ph. D., and his partner Helen LaKelly Hunt, Ph.D., invited six therapists and their spouses for a weekend discussion about collaborating on a project to translate their therapy systems and processes into educational curricula that could be distributed in the public domain. SHOESTRING was retained in 2011 to jump start the naming and brand identity process. Working with the  founders, the name Relationships First was established, with the tagline “Better Relationships. Better Lives. Better World.” The founders include best-selling authors such as Harville Hendrix, John Gottman, Daniel Siegel, Sue Johnson and Stan Tatkin. Joined by world-famous musician Alanis Morissette, social entrepreneur Scott Beck and others — Relationships First is positioned to make a true impact on our culture and create better relationships, better lives and a better world. Once the brand was established, SHOESTRING developed customized campaign messaging, website, creative video support, event marketing and a full social media launch to target mental health professionals. Many of the founders participated as speakers at the conference and directly manned the event booth. Founder and board member Alanis Morissette  provided the keynote address and unveiled the initiative to conference attendees.