Introducing: The Life is Good Playmaker Project

One in three kids experience early childhood trauma – things like homelessness, abuse, or community violence. Left unaddressed, the negative impacts on mental and physical health can last a lifetime. The good news? Research shows that a positive relationship with just one caring adult in early childhood can change a child’s life entirely. An early introduction to the practice of optimism through a caring relationship dramatically improves a child’s physical, social, and emotional health.

The Life is Good Company’s mission is to spread the power of optimism. Today, Co-Founders Bert and John Jacobs announced an elevation of the work of the company’s nonprofit team, and a new name for the effort that will further this mission.

“We’re happy to share The Life is Good Kids Foundation is now The Life is Good Playmaker Project. This new name celebrates the vital, daily work led by our heroic network of over 16,000 Playmakers,” said Bert Jacobs.

The Life is Good Playmaker Project trains and supports early childhood professionals (“Playmakers”) to create positive relationships and joy-filled environments that children need to heal, learn, and thrive. Life is Good gives 10% of annual net profits to The Playmaker Project, helping over 1 million kids in need each year.

“It's all about relationships. Early attachments are essential to healthy development,” said Steve Gross, Founder and Chief Playmaker of The Life is Good Playmaker Project. “When a child feels loved and protected, it sets the foundation for all future learning and exploration. Play is the single most effective way for adults to build healing, life-changing relationships with young children.”

The Playmaker Project works primarily with early childhood professionals in the United States and Haiti, and travels to other areas when great need is present. The team recently partnered with Ridni, a Ukrainian charitable organization, to deliver training to 40 social workers and child and family services professionals from the town of Lviv, Ukraine. The collaboration, coined “Guardians of Childhood,” provided these early childhood professionals with practices and tools to ensure that children in their care can still find joy amid the conflict around them.  

Learn more about the work of the Life is Good Playmaker Project and how you can help at LifeisGood.com/PlaymakerProject.