See the possibility in every moment.

Choose Creativity is an initiative that empowers children and adults through a curriculum to engage with the 10 Principles of Creativity to build resilience, creative confidence, and social-emotional skills.

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Choose Creativity is rooted in 10 Principles of Creativity.

We believe everyone is creative. We have identified 10 Principles of Creativity that, when integrated into the Choose Creativity curriculum or into daily life, provide a framework for developing creative skills that can help anyone thrive and build resiliency in all facets of their lives.

Learn more about the Choose Creativity curriculum:

Choose (your) Creativity!

  • Discover easy ways to integrate the 10 Principles of Creativity into your family life.
  • Connect with us on Instagram and Facebook to find inspiration and share your creative experiences. Use #ChooseCreativity.
Get Started on Our Home Creativity Challenges!

Help others Choose (their) Creativity!

We partner with schools and community-based organizations to implement our curriculum with their students. We provide the training and materials. Our partners deliver the program and provide us with feedback.

Our curriculum gives people the skills and confidence they need to thrive in a rapidly evolving world.

Fill out our contact form below to learn more about the Choose Creativity curriculum and to nominate your school or organization to “Choose Creativity.”

Read the Choose Creativity Curriculum Summary

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Parent/CaregiverSchool or Organization RepresentativeOther

The Origins of Choose Creativity

Choose Creativity is powered by the Lulu & Leo Fund. The Lulu & Leo Fund is a 501(c)3 non-profit that raises funds for Choose Creativity, its primary initiative. 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 Fund’s work seeks to honor the role of creativity in their lives.

Choose Creativity and the Lulu & Leo Fund were recently featured in Option B, the latest book from Sheryl Sandberg and Adam Grant.

Marina’s Story Kevin’s Story