That Good partnered with The Coffee Party to launch the 2025 CAMH Foundation Sunrise Challenge, reimagining mental health advocacy through a sober, daytime celebration rooted in joy, creativity, and community. Taking a culture-first approach, the event blended visual storytelling by MSXX31 with artwork from The Half Decent, activating both long-standing ambassadors and new creators to foster authentic connection and conversation. Designed for organic sharing and real dialogue, the experience engaged a younger audience, expanded reach for the Sunrise Challenge, and demonstrated CAMH’s shift toward relationship-first, purpose-led storytelling—positioning the event as a scalable model for community-powered impact.