Parkland, Florida's Camp Shine

The Challenge

After the mass shooting at Marjory Stoneman Douglas High School in Parkland, Florida, the community was shattered—and the students were in desperate need of a path toward healing.

SHINE MSD, a nonprofit born out of the tragedy, reached out to The Oz Effect, a Lady Who Partner, for help, and we went to work. Inspired by the healing power of the original song SHINE, written and performed by two students (as featured on CNN’s Town Hall), they wanted to create a safe space for expression, connection, and recovery through the arts—and to make sure students in need could actually find it.

Our Approach

In partnership with The Oz Effect, Lady Who helped bring Camp Shine to life—a first-of-its-kind summer program designed and led by nationally recognized creative arts therapists. Through music, theater, and visual arts, students were guided to process trauma and rediscover their voices.

But the healing couldn’t stop at the campgrounds. Online, we designed a digital extension of the program:

• A safe, anonymous Instagram channel where students could express feelings and receive real-time support from a licensed therapist.
• A creative community hub for students to share songs, poetry, and artwork with their peers—even if they couldn’t attend camp in person.
• A grassroots marketing campaign to reach students silently struggling, and a comprehensive guidebook for other schools facing unimaginable trauma.

We also introduced key therapeutic leadership to the program and led the social media and fundraising efforts that made broader impact possible.

The Result

The result was more than a program—it was a movement.
We helped increase SHINE MSD’s fundraising, expanded their student outreach, and created a trusted digital space for grief, expression, and community. Dozens of new songs, artworks, and written pieces were created and shared. Students opened up. Therapists connected. The healing began.

And for future communities facing the unthinkable, a roadmap now exists—one paved with creativity, connection, and care.