We donate 50% of net profits annually to organizations in the United States supporting mental health awareness, access, and advocacy. Transparency matters — so as we surpass our stated target (currently $100,000), updates will be posted annually.

We’re not a mental health organization or otherwise a medical organization, and we're not a charity — we’re a creative project with a mission to support mental health through design, absurdity, and empathy.

Unfortunately, no. As we are not a registered charity, purchases of our products are not tax-deductible as charitable contributions. This said, we do encourage you to donate directly and generously to our charity partners, most of whom will gladly issue a receipt for tax deduction.

Because life is heavy, and humor is one of the few things that makes it bearable. We don’t joke about mental health — we joke in support of it. We think absurdity can be a bridge to connection, and presents a unique means of tapping into an underused channel for support. As most publicly-funded mental health organizations take an (understandably and appropriately) serious tone in their communications, individuals may now be so accustomed to this that they tune out or otherwise miss these messages. Incoherence For Mental Health is our attempt to bypass this, to playfully "shock" people into a state of attention wherein they're both amused and aware (or re-aware) of their potential role in stemming the current mental health crisis.