People Incorporated 2009 Annual Report:
We’d be crazy if we didn’t.


Can a nonprofit that helps people with mental illness use the word “crazy” in its annual report? Yes.

The point is that we use words like “crazy” or “nuts” in everyday language, but clam up when it comes to talking about mental illness. This concept turns “crazy” on its head by stating that it’s crazy that we don’t talk about mental illness, especially when there are lots of great solutions to help those suffering from it live independently in the community. This hard-hitting concept made donors sit up and take note during tough economic times, and conveyed People Incorporated’s innovative approach to creating services and programs for people afflicted with mental illness.