The IFProject and its accompanying guide has been personally funded by founder Clint Hoffmann, and is powered by his business Ambrose Solutions.

After his friend, affectionately known as 'Twinkles', tragically passed from suicide in 2016, Clint gathered his education technology expertise, and extensive national and international networks, to address the issue of men's mental health. The result is the IFProject, which puts expert mental health tools and advice into the palm of your hands.

Our aim is to de-mystify and de-stigmatise mental health by delivering therapy tools to men everywhere in a common language that anyone can understand. The first step was to animate the 'If' poem by Rudyard Kipling, a relatable poem which line-by-line talks about an aspect of self awareness and self development. The IF Guide was then created that builds upon the twelve 'IFs' in the poem. The IF App was then developed as a platform for men to access the eBook and other tools.
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