Choose Creativity/Lulu & Leo Fund

The Lulu & Leo Fund is a 501(c)3 non-profit that raises funds for Choose Creativity, its primary initiative. The Choose Creativity initiative empowers children and adults to build resilience, creative confidence, and social-emotional skills by engaging with the 10 Principles of Creativity. We provide training and social-emotional learning frameworks for educators and other professionals. Marina and Kevin Krim established the Lulu & Leo Fund in memory of their children Lulu and Leo, who were lost in a tragedy in October 2012. The Funds 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. The Fund operates an annual budget of nearly half a million dollars and counts an engaged 9-member board, powerful volunteer committees, prominent celebrities and leaders, and a global community of over 40,000 as its supporters