Kelli’s Why
Never in our wildest dreams did we imagine it could happen to our family, especially not to him. Our son Kyle, a bright and outgoing young man, excelling in school, setting swimming records, and seemingly content, gave no indication that he would make choices that would alter the course of his life.
Why would he? He was surrounded by love from family and friends, attended a top-notch school, and had all the material comforts one could ask for. But during his freshman year of high school, we noticed a change in his social circle, veering towards friends he kept hidden from us. His grades slipped, his passion for swimming faded, and there were days when he struggled to get out of bed.
In 2017, Kyle embarked on the typical journey of a high school freshman. He was a talented 15-year-old, excelling in his studies, surrounded by a close-knit group of friends, and even earned an invitation to attend the Olympic Training Center for a Diversity Camp.
However, our lives took a heartbreaking turn in the spring of 2018. Kyle's behavior became increasingly combative, and he developed a troubling addiction to marijuana. Later that year, our world was shattered when Kyle attempted to take his own life. This news left me in a state of profound shock and overwhelming sorrow.
Kyle's behavior escalated as he rejected prescribed medication, turning to excessive marijuana use as a form of self-medication. He began spending extended hours away from home, often with a new group of friends he never introduced to us. As parents, we exhausted numerous strategies in an attempt to address the issue. We applied punishments, removed electronic privileges, and even removed his bedroom door, but the problem proved to be unyielding.
Recognizing the gravity of the situation, we understood that professional intervention was necessary, and we were committed to finding a path forward. We implemented standard parental measures, firmly establishing a "No drugs in our house" policy. Unfortunately, these efforts appeared futile as the problem persisted, seemingly immune to our intervention, and the situation continued to deteriorate.
Facing the harsh reality of Kyle's situation, we made the agonizing choice to enroll him in a wilderness program in North Carolina, followed by a therapeutic facility in Connecticut. Despite our optimism and best intentions, these treatments proved to be ineffective, and Kyle's struggles continued to escalate. His academic performance suffered, and his passion for swimming, once a source of joy, faded into the background.
Throughout this journey, I grappled with a rollercoaster of emotions - fear, helplessness, shame, guilt, and loneliness. Despite efforts to seek assistance from therapists, I often felt as if I were navigating these challenges in isolation and I didn’t know what to do.
Although The SonRise Project was born out of pain, it has become a powerful community of concerned yet hopeful parents where people feel seen, safe, and profoundly understood. SonRise is a place with unconditional acceptance that allows vulnerability without judgment and inspires quiet courage.
My vision was clear - to create a haven where families like ours could find solace, unwavering support, and deep understanding. The SonRise Project emerged as a symbol of hope, a sanctuary where Black parents could unite, share their unique experiences, seek valuable guidance, and extend comfort to one another in times of need.
Kelli Joy Richardson
Kelli Joy Richardson is a mental health advocate, nonprofit founder, and Emmy Award-winning marketing strategist who has dedicated her career to breaking stigma and expanding access to critical health resources. Her journey into mental health advocacy is deeply personal. In 2018, her son attempted suicide, transforming Kelli from an accomplished executive into a fierce advocate for families navigating the often-isolating challenges of mental health crises, addiction, and trauma.
In February 2020, Kelli founded The SonRise Project, an NAACP Image Award-nominated nonprofit that has become a lifeline for parents across the nation. What began as her own search for community and support has grown into a powerful movement, with Kelli hosting a podcast that convenes over 300 families weekly in a safe, judgment-free space. Through honest conversations about the realities of parenting children with mental health challenges, The SonRise Project has helped countless families feel less alone and more equipped to advocate for their loved ones. This transformative work earned Kelli recognition as NAMI Montgomery County's 2023 Hero of the Year, honoring her exceptional commitment to mental health advocacy and her ability to create lasting community impact.
Beyond her grassroots advocacy, Kelli leverages her extensive marketing and strategic communications expertise to amplify mental health awareness at scale. As Founder and CEO of House of JOY, an award-winning agency specializing in consumer insights and strategic marketing, she has created multiple nationally recognized mental health campaigns for The Ad Council and The American Foundation for Suicide Prevention. These campaigns have reached millions with culturally relevant messaging designed to reduce stigma, normalize help-seeking behaviors, and connect individuals and families to life-saving resources. Her work demonstrates a rare combination of lived experience and professional excellence, ensuring that mental health campaigns don't just raise awareness—they drive action and save lives.
Kelli's commitment to health advocacy extends throughout her distinguished 35-year career. As Executive Vice President at BET Networks, she earned the network's first-ever Emmy Award in 2006 for the Rap-It-Up HIV/AIDS campaign, which reached millions through 24 television specials, 75+ PSAs, and strategic partnerships with the Kaiser Family Foundation and Ford Foundation. She also founded the BET Foundation, a 501(c)(3) organization dedicated to health and wellness initiatives that impacted communities nationwide. This early work in public health laid the foundation for her current mental health advocacy, demonstrating her ability to create culturally resonant campaigns that address critical health disparities.
Her track record for building movements that drive systemic change is exemplified by her role as Co-Creator and Architect of The CROWN Act. This groundbreaking workplace policy movement has been adopted in 30+ states and 50+ municipalities, impacting 28 million consumers and ending hair discrimination in professional settings nationwide. Kelli created the CROWN Coalition, bringing together Dove, the National Urban League, Western Center on Law & Poverty, and Color of Change to lead a successful legislative agenda. The campaign earned the Platinum Global SABRE Award for the #1 PR Campaign in the World in 2020, defeating over 5,000 global entries. This work demonstrates Kelli's ability to identify critical social issues, build diverse coalitions, secure legislative wins, and create sustainable change—skills directly transferable to advancing mental health policy and advocacy in Maryland.
Throughout her career, Kelli has been recognized for her leadership and impact. She was named PRWeek's 2023 Purpose Awards CEO of the Year and 2023 ADCOLOR Rockstar, appeared on EBONY's Power 100 list, and was inducted into the PRWeek Hall of Femme in 2021. She has also received the Jack and Jill Foundation Award for Mental Health & Advocacy (2024), the Black Women's Agenda Award (2023), and the Waymaker Making a Difference Award (2023). Her agency, House of JOY, has earned over 60 awards including Webby, Effie, Shorty, and multiple ANA Multicultural Excellence honors, and was named the 6th fastest-growing agency by Adweek in 2019.
Kelli holds a B.A. in Economics from Howard University, where she received a National Competitive Scholarship, and has completed executive education at Harvard Law School (Negotiations) and the Center for Creative Leadership (Betsy Magness Fellow). She began her career at The Procter & Gamble Company, where she led multiple billion-dollar brands and developed expertise in consumer insights and strategic marketing that continues to inform her work today.
A 39-year Diamond Life Member of Delta Sigma Theta Sorority, Incorporated, Kelli brings to the NAMI Maryland Board a unique combination of lived experience as a parent navigating mental health challenges, proven expertise in building movements and driving legislative change, strategic marketing acumen that reaches diverse audiences, and unwavering commitment to ensuring that no family faces mental health crises alone. Her leadership style is open, positive, uplifting, and calm—qualities essential for advancing NAMI Maryland's mission and expanding mental health support across our state.
You Are Not Alone
We invite you to join our weekly SonRise Support Calls, where we you come together to connect, share lived experiences, and learn to rebuild our relationships – with ourselves and our families.
During these weekly calls, you'll have the opportunity to engage in meaningful conversations or simply listen and take it all in. It's a safe space where you can express your fears, share your triumphs, and gather strength from the collective wisdom and support of each other.
