10 for 90 for Mental Health: A Community Fundraiser for Wirth Hats and Free Therapy

Our community showed up—with full hearts, energetic feet, and generous spirits, to make Reverie's first fundraising event a joyful success.

In December, Reverie Collective launched its Victoria-based, full-service event planning company, creating eco-conscious and community-driven events. We also hosted our first official event called 10 for 90 for Mental Health.

What is 10 for 90 for Mental Health?

Starting October 1, 2025, Reverie co-founder Erika committed to running 10km a day for 90 days and donating $10 a day to Wirth Hats, which provides access to therapy for folks who cannot otherwise afford it. Born from a personal journey of eating disorder recovery, Erika used her body and her story as a vehicle to continue the life-saving work of destigmatizing therapy and to help people access the mental health services that once saved her life. Co-founders, Assetou and Haley, learned about this campaign and immediately offered their voices, event know-how, and community connections to curate Reverie’s first event.

The 10 for 90 for Mental Health event was hosted on Day 75 at the PISE (Pacific Institute for Sport Education) track, which they generously donated for the afternoon. Our trio invited people to join Erika for her daily 10km around the track, welcoming all people and paces for those who wanted to run, walk, skip, or dance—for any distance and at any speed.

When the event launched, countless community members asked, How can we help? In just three weeks, we welcomed a drink sponsor, raffle prize donors, and various local businesses that contributed running fuel, sweet recovery treats, coffee, and hot chocolate, along with everything from event tents and fire pits to lawn games and plenty of high-fives.

Erika completed her daily 10km or 25 laps in connection. Participating in a group warm-up, walking laps with kiddos and family, and running at all speeds with pals. We were humbly joined by Ben, the founder of Wirth Hats, who ran many laps in between meaningful chats about the increasing demand for therapy.

10 for 90 for Mental Health started as a solo adventure and quickly became something that would have been impossible to create without everyone who showed up on a rainy Sunday or provided all kinds of support since Day 1 of 90. It was also about more than running: it was about the transformative power of mental health services, community love, and self-loving movement. Mental health affects all of us, whether it is directly or indirectly through the people we love. Our stories are different, but we all have them. 

What was the impact?

Tangibly, Reverie Collective celebrated attendees for collectively raising $1,060 for charity. Yes, they did that! 20% of the money raised was donated to PISE, delivering movement programs and education for people of all abilities. 80% of the money raised was donated to Wirth Hats. For the last two weeks of 2025, two foundations matched every donation made to Wirth, so $848 became $2,544 or 28 therapy sessions for folks in need. If we include the $500 donation from an event sponsor and Erika's $900 donation on Day 90, this campaign contributed 75 sessions of therapy. Goosebumps! 

Intangibly, we may never know the full impact of 10 for 90 for Mental Health from sharing stories and kilometres over three months, to the personal donations made, to the people introduced to free therapy, and to the subtle shifts that can be the start of powerful change.

Reverie Collective is deeply grateful to our local business sponsors for contributing funds, resources, presence, goods and services, raffle prizes, and event needs to keep our community cared for, nourished, and warm: Selling Seaside Group, Peak Endurance, Saskia Says, OSO Cafe Dessert, Layered by Lailaa, Frontrunners, Outway Socks, Baked in Zone 2, Sit With Us.

We are also grateful for everyone who lent items for the event, ran the fuel station, and gave their own sweat—and maybe a few joyful tears!

10 for 90 for Mental Health was a small piece of a big story, one that reflects our collective desire for belonging, intimacy, and impact. Erika admits that running 10km a day for 90 days was not always easy, but folks struggling with their mental health are doing a much harder—and often invisible—thing. With this sentiment in mind, every difficult day felt a little easier, and every day felt entirely worthwhile.

Until the next 90, we bow to you in gratitude.

Where celebration meets purpose,

Your Reverie