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1 brand frst surfaced in letters from those who had gravitated to Life Is Good products while confronting illness, injury, or other struggles. And after September 11, the brothers realized that Life Is Good could be a lightning rod for charitable causes. In 2003, Life Is Good organized a pumpkin festival to beneft Camp Sunshine, a retreat in Casco, Maine, for children with life-threatening illnesses and their families. The festival raised $100,000 and led to similar events, including some benefting Project Joy, a local nonproft that seeks to help kids overcome trauma through play. Launched in 1989, Project Joy had started out running play groups for preschool children living in shelters in Cambridge, and for several years its founder, Steven Gross, had operated it on a shoestring budget. Like the Jacobs brothers, Gross hailed 1. Bert and John Jacobs in from Needham, and during their the early years time at the University of Masselling t-shirts sachusetts Gross and John Jacobs and this year had shared an apartment. In the outside their corporate offce nonproft's early days, which with the coincided with the Jacobs' barn"Jake" logo on the fence behind storming period, Gross would ask the brothers to produce them. T-shirts to support small fund(BOTTOM) raising ventures. "They never Putting their said no," he recalls. money where their shirts are, While nurturing Project Joy on the Life Is Good the side, Gross worked full-time Playmakers organizing community response make a positive to Boston youth impacted by impact on those emergency traumas such as in need. fres, accidents, and homicides. Through the nonproft, he sought to use play to heal and strengthen kids who had experienced the trauma associated with poverty, domestic violence, abuse, and neglect. "There's so much research that no one would dispute, that the one thing that helps kids heal is having a loving, caring adult who believes in them, who creates opportunities for them to laugh and play and have fun," Gross says. "And for kids who don't have that in their home environment, it becomes extra critical that there are other adults in the community who can create those opportunities." While Life Is Good's events helped Camp Sunshine and Project Joy, the Jacobs brothers envisioned making a bigger impact. "We did a yearlong process where we interviewed a lot of former CEOs of or- Fall 2013 . Tempus-Magazine.com 89