About Us

MISSION STATEMENT

Mission Statement

"Kids for kids" organization supporting student 'Upstanders' working to end bullying & its traumatic consequences, save lives and build kinder communities!

Be A Friend Project, Inc. | 501c3 Organization | Federal Tax ID # 84-2802576

Our Team

team

Dennis Shepard Jennifer Young Justin Nelson

President NGLCC

Jennifer Young

Executive Director
& Co-Founder

Rick Landry

The Be A Friend Project was founded in 2015 by business partners and playwrights Jennifer Young and January Akselrad (composer), to carry into action the "speak up, reach out and be a friend" message of their 8x Broadway World Award-winning middle school show, "IT'S EASY! The Friend Strong Musical."

Jennifer incorporated the BAFP as a non-profit 501c3 in 2019, guiding the “KIDS FOR KIDS” organization of student bullying prevention & kindness activists to the international presence it has today.

Jennifer has received proclamations from New York City and New York State for her bullying prevention work. On behalf of the BAFP organization of student Upstanders, Jennifer accepted the 2023 ‘SPIRIT OF MATTHEW’ AWARD from the Matthew Shepard Foundation. (Pictured here at award presentation with Dennis Shepard (L) and NGLCC President Justin Nelson.)

She is an author of Mom’s Choice, Parents’ Choice and Benjamin Franklin Gold Award-winning chapter books, most notably “The Wishful Penny - Adventures of a One-Cent Coin” written to teach kids there is immense value in being different.

Earlier in her career, Jennifer worked for foster care agencies as a life skills specialist and educator for teens and Unaccompanied Refugee Minors. She became certified by Outward Bound NYC, and in therapeutic crisis intervention. Jennifer also facilitated foster parent trainings and support groups as a consultant for NYS, and spoke nationally on ‘instilling empathy and self-esteem in at-risk youths.’

She lives in the Hudson Valley of New York, and is currently serving a 3-year appointment on the Dutchess County Commission on Human Rights.

Email Jennifer

Read the Co-Founders' Story

Amy Duver

Office & Program Manager

Rick Landry

We first met Amy in 2017 when her son, Aidan, starred as JED TRAVIS in our Broadway World Award-winning production of "It's Easy!" and we have been enamored ever since! Amy was dubbed a Be A Friend Project SUPER Ambassador in 2018 for her on-going efforts to bring the show and Project to the local school district where she was President of the PTA. Her background spans from managing a large non-profit Foundation in NYC to being the Coach for school swim teams. Amy INSPIRES and we are thrilled she is working her philanthropic acumen and can-do enthusiasm for the BAFP mission - and gifting her warmth and kindness - as Office & Program Manager.

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Heather Pinieri

Development Director

Rick Landry

Heather Pinieri is thrilled to join the BAFP team in 2023, marking a return to the wonderful world of nonprofits. Throughout her career she has raised millions of dollars for exceptional organizations, beginning in the Capital Region with positions at the Albany Symphony Orchestra, the Egg Center for the Arts and the Troy Savings Bank Music Hall before relocating to Vermont to serve as the Director of Development of the Weston Playhouse Theatre Company, where she also directed their capital campaign.

More recently, Heather was the Director of Development for Spring Lake Ranch Therapeutic Community before moving back “home” in 2017 to the Hudson Valley where she was born and raised. Heather is an established Realtor with Century 21 Realty Center, working alongside her childhood best friend to make the dream of home ownership a reality for many grateful clients.

Heather has served on the Boards of the Association for Fundraising Professionals Northern New England Chapter and the Northshire Day School and holds a Bachelor of Arts degree in Communications from SUNY Oneonta. In her free time Heather loves to laugh with her three children and husband Marc, while cooking, camping, and trying to keep their garden alive.

Email Heather

Daniel Simpson

Marketing & Media Coordinator

Rick Landry

Daniel works part-time remotely from the University of Michigan where he studies theater and business. Of course, Daniel is already a familiar friend to the BAFP. As a middle schooler, Daniel was a 2017 cast member of the 8x Broadway World Award-winning professional run of “IT’S EASY! The Friend Strong Musical.” In 2018, he was awarded Super Ambassador for 2+ years of sending letters of support in our Friend Mail Program. In 2020, he founded the UPstanders Club at Bergen County Academies to be a safe space for students to talk about their experiences with bullying and raise awareness. He is a founding member of the National Teen Kindness Board and served as Chair in 2024. Daniel was also our full-time Marketing & Strategy Intern in Summer 2024 where he led initiatives such as the BAFP Scholarship and Kindness Club Challenge. In his free time, Daniel enjoys acting, singing, cooking, staying active and spending time with friends and family.

Email Daniel

Sam Wettergreen

Program Consultant

Rick Landry

Sam's journey with us began when he starred as Jed Travis in the 2018 worldwide debut of the licensed "IT'S EASY!" musical, where he welcomed Friend Mail Recipient Bailey with a heartfelt bouquet of flowers. Since earning his 2021 Super Ambassador Award for rallying his homeschool group to send dozens of support packages, Sam has continually driven our mission forward by creating a Discord platform for our Teen Kindness Board, spearheading a 2024 Giving Tuesday Esports fundraiser, and voicing our 2025 Sizzle Reel. Sam even drove to New York from Virginia to attend our 2025 Walkathon and our 2026 Evening With Friends event, where he handled tech for the event's presentation and took the stage to introduce the Legacy of Aidan Award. Now officially on staff as a Program Consultant, Sam is designing a dedicated BAFP Minecraft world, pioneering a safe, engaging digital space for young Upstanders to connect and play together.

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Board of Directors

Board of Directors and Officers

Special Advisors Council
Newly-formed July 2025!

The Special Advisors Council is an honorary assembly of nationally recognized leaders and influential advocates who stand with the Be A Friend Project. Each member has generously agreed to lend the unique power of their name and professional reputation to strengthen our mission of youth-led bullying prevention and kindness activism. With proven expertise in creating positive change, their trusted allyship provides guidance, expands our reach, amplifies our impact, and fuels the courage of our student Upstanders working to end bullying, save lives, and build a more just, compassionate world for all children.

Judy Shepard

Matthew Shepard Foundation
2024 Presidential Medal of Freedom

We are deeply honored to welcome Judy Shepard to the Be A Friend Project’s Special Advisors Council. Judy is a mother, changemaker, and tireless advocate whose life was forever altered by the brutal anti-gay hate crime that took the life of her son, Matthew Shepard, in 1998. In the face of unimaginable loss, Judy - and her husband, Dennis - chose courage over silence by founding the Matthew Shepard Foundation to advance dignity, acceptance, and equal rights for LGBTQ+ people everywhere.

Judy authored the deeply moving and bestselling memoir, "The Meaning of Matthew: My Son’s Murder in Laramie, and a World Transformed," sharing the personal and public journey that made Matthew a symbol of hope and equality around the world. Her advocacy was instrumental in the passage of the Matthew Shepard and James Byrd Jr. Hate Crimes Prevention Act, signed into U.S. law in 2009 - landmark legislation that expanded federal hate crime protections to include sexual orientation, gender identity, disability, and more.

In recognition of her tireless work to advance justice and inclusion, Judy received the 2024 Presidential Medal of Freedom, the nation’s highest civilian honor.

Today, more than 25 years after its founding, Judy continues to lead the Matthew Shepard Foundation as its President and Chair - steadfast in her mission to erase hate and uplift LGBTQ+ people and allies nationwide.
In 2023, the Be A Friend Project was deeply humbled to receive the Spirit of Matthew Award - a powerful affirmation that our student Upstanders and staff are carrying forward Matthew’s legacy through our commitment to peer advocacy and bullying prevention, fueled by his same passion to build a kinder, more just world.
Judy’s decades of advocacy to protect LGBTQ+ youth, promote dignity in schools and communities, and challenge hate in all its forms directly reflects the values that drive the Be A Friend Project. Her leadership reminds us that change begins with courage, and that the voices of youth - especially those standing up for others - deserve to be heard and protected.

As a Special Advisor, Judy Shepard’s presence amplifies our mission to end bullying, save lives, and empower young people to build a world rooted in kindness and justice - for all children.
www.matthewshepard.org

Dennis Shepard

Matthew Shepard Foundation

We are deeply honored to welcome Dennis Shepard to the Be A Friend Project’s Special Advisors Council. In 1998, Dennis and his wife, Judy, experienced unimaginable tragedy when their son Matthew Shepard was brutally murdered in an anti-gay hate crime that shocked the nation and galvanized a global movement for LGBTQ+ rights. In the wake of this loss, Dennis and Judy founded the Matthew Shepard Foundation, turning grief into an enduring mission to erase hate and advocate for the safety, dignity, and inclusion of LGBTQ+ people everywhere.

As a longtime board member and now Board Member Emeritus, Dennis has spent over two decades traveling the country and world, speaking in schools, places of worship, police departments, and human rights forums to promote compassion and justice for all. His powerful voice and tireless efforts played a pivotal role, along with Judy, in the passage of the Matthew Shepard and James Byrd Jr. Hate Crimes Prevention Act, signed into U.S. law in 2009 - landmark legislation that expanded federal hate crime protections to include sexual orientation, gender identity, and disability.

Dennis has received numerous national honors - including the Harvey Milk Honors Medal and the Upstander Award from the Human Rights Campaign - recognizing his lifelong commitment to advocacy and education.

In 2023, the Be A Friend Project was profoundly humbled to receive the Spirit of Matthew Award, presented by Dennis and the Foundation - an affirmation that our student Upstanders are carrying forward Matthew’s legacy through youth-led activism, peer support, and powerful acts of kindness.

Dennis Shepard’s unwavering advocacy exemplifies the power of personal testimony in combating hate. As a father who transformed loss into a national movement - and who has since dedicated his life to educating communities and promoting safety for marginalized youth - Dennis's presence on our Special Advisors Council strengthens the Be A Friend Project’s mission. His work affirms the impact of grassroots activism, youth leadership, and community solidarity in ending bullying and building a more just, compassionate future for all children.
www.matthewshepard.org

Emily Palmer

Investigative Reporter

We are thrilled to welcome Emily Palmer – accomplished investigative journalist - to our Special Advisors Council. With over a decade of intensive reporting covering some of the nation’s most high profile criminal trials (El Chapo, R. Kelly, Anna Delvey), child welfare investigations, and systemic injustices, Emily brings a rare blend of rigorous research, empathy, and clarity to telling stories that matter and empowering communities.

A longtime contributor to The New York Times, Emily previously worked as a Senior Crime Writer at People Magazine. Her byline has also appeared in The Boston Globe, ProPublica, Cosmopolitan and ELLE. Her deep commitment to uncovering hard truths includes impactful work exposing child abuse, institutional neglect, and systemic failures that leave children unprotected.

Her groundbreaking work has sparked national conversations, such as a Boston  Globe Spotlight series in collaboration with ProPublica that exposed lapses in child maltreatment reporting - demonstrating her unwavering commitment to challenging inequity and amplifying vulnerable voices.

Emily’s membership in our council strengthens the Be A Friend Project’s mission: her investigative voice helps spotlight the unseen realities youth face, and strengthens our work empowering young Upstanders to stand up, speak out, and foster safe, inclusive schools and communities.

We are proud Emily has joined our Special Advisors Council, where her voice will help amplify the importance of youth-led bullying prevention and the urgent need for justice, safety, and dignity for all children.
www.emilypalmerwriter.com
@emilyepalmer

Maureen McCormick

Actress, Designer, Author, Singer

Maureen McCormick has become a powerful voice in the fight against the bullying of individuals with intellectual disabilities, using her platform to promote empathy, respect, and inclusion.

Well known for her iconic role as Marcia Brady on "The Brady Bunch," Maureen has built a diverse career spanning TV, film, stage, and reality entertainment, including appearances on "Dancing with the Stars," "Celebrity Fit Club," and Broadway’s "Grease." In 2008, she published her candid memoir, "Here’s the Story: Surviving Marcia Brady and Finding My True Voice," which became a New York Times bestseller.

Maureen has stepped beyond the spotlight to shine a light on an issue too often overlooked. Through heartfelt advocacy and public engagement, she stands as a fierce ally and beacon of inclusion, especially through her role as a Global Ambassador for the Special Olympics. Motivated by a deep personal connection - her older brother Denny has an intellectual disability - she brings both passion and purpose to her work. McCormick uses her platform to combat hurtful, bullying language - calling for the end of the derogatory “R-word.” Her efforts not only raise awareness but also inspire others to lead with compassion, proving that kindness and understanding can break the cycle of cruelty and create a more inclusive world for everyone.

We are deeply honored to welcome Maureen McCormick to our Special Advisors Council, where her presence powerfully affirms our commitment to bring peer support to children with developmental disabilities, who are more than twice as likely to be bullied. As a beloved public figure and passionate advocate, Maureen lends not only her voice but her heart to the fight against bullying—celebrating every child for exactly who they are. Her allyship is a shining example of compassion in action.
IG @momccormick7
X @MoMcCormick7

Mark Bertolini

CEO Oscar Health
National healthcare thought leader

We are profoundly honored to welcome Mark T. Bertolini to the Be A Friend Project’s Special Advisors Council. A nationally recognized healthcare thought leader and the current CEO of Oscar Health, Mark leads with vision, compassion, and a relentless drive to improve lives. At Oscar, he’s helping over 1.5 million members access more affordable, holistic healthcare - a mission rooted in the same values he carried as Chairman and CEO of Aetna, where he redefined the role of an insurance company as a force for community well-being. His extraordinary leadership also includes guiding Bridgewater Associates as Co-CEO, and contributing his expertise on the boards of Verizon, Thrive Global, and the FIDELCO Guide Dog Foundation.

But beyond these roles, Mark is, at his core, someone who believes in using his power and platform to lift others - especially children who need it most. When Mark learned about the turning point the Be A Friend Project was facing in 2021, he offered guidance, and he took action. Mark facilitated strategic planning workshops and - through his Anahata Foundation - became a vital benefactor, funding our next chapter with a generous seed grant. His support is not just financial - it is personal, driven by a heart that sees every bullied child and every student upstander as worthy of protection, healing, and empowerment.

In 2025, the BAFP awarded Mark with the inaugural Anahata Altruism Award (named for his foundation) and in recognition of this commitment.

In his courageous book “Mission-Driven Leadership: My Journey as a Radical Capitalist,” one reviewer writes, “It’s about never letting go of that which makes your heart sing.” For Mark, that purpose lives in “bringing ideas forward that help change the world.” And now, with Mark by our side, our students’ visions and ideas for creating a world without hate is lighting a path of hope, kindness, and strength for all kids.

Lee Armitage

Theater Producer
Pictured with son, Iain Armitage

The Be A Friend Project is so proud to welcome Lee Armitage to its Special Advisors Council. A theater producer and mother to child star, Iain Armitage (known for his starring role in “Young Sheldon” and his early “Iain Loves Theatre” reviews), Lee is a passionate advocate for youth. Lee exemplifies what it means to be an adult ally in the fight against bullying.

As the daughter of former U.S. Deputy Secretary of State Richard Armitage, she brings a lifelong connection to public service and diplomacy - values that shine through in her dedication to kindness, empathy, and inclusion - and inspire our staff and student Upstanders.

For over seven years, the Be A Friend Project has been deeply grateful for Lee’s role as our trusted connection to Iain - supporting his involvement as an honorary Teen Kindness Board member and making it possible for the child star to follow his heart and stand in solidarity with bullied youth across the country. As an adult ally, Lee sets the gold standard.

Her steadfast support and guidance behind the scenes - and her belief in the power of youth to create change - make her an invaluable part of our team and our mission to end bullying through peer support and kindness activism.