Our Mission
After suicide impacted the family of TONA CEO, David Dean, TONA was created as a mission-founded company for the prevention of teen suicide and self-harm.
David saw a Wall Street Journal article citing that teen suicide had increased 56% in the most recent decade. This was before the pandemic. He also learned that when someone loses a loved one to suicide, the chance that they will take their own life increases by 64%.
"Teen suicide has increased 56% in the past decade and almost twice the rate for young women as young men"
- Suicide is the 3rd leading cause of adolescent death in the United States, after only accidents and homicide
- There has been a steady increase in child suicidal ideation, with children as young as 5 years old presenting to the ER with suicidal thoughts
- From 2017 – 2021 visits to the ER for 5-19 year-olds with suicidal ideation increased by 59%
TONA knew they could make a difference. Mental health is not a luxury only some should be able to afford.
Accordingly, for every ten pairs of leggings purchased, TONA will donate one mental health counseling session to a youth in need.
Our goal is to provide 2,250,000 hours of counseling over the next three years – until no child or teen is ever denied treatment for the inability to pay.
Mental health is not a luxury only some should be able to afford
Our goal is to provide 2,250,000 hours of counseling over the next three years – until no child or teen is ever denied treatment for the inability to pay
If the biggest activewear and performance wear companies did this, every child and teen in the country would be able to receive mental health counseling free of charge. TONA is out to become that company.
Our greater intention is to inspire others to create mission-driven businesses that will also address the greatest social issues of our time. By creating something useful. Something meaningful. Something they care about.
That is when this mission will become a movement. And we couldn’t do it without you.