Frequently Asked Questions
CATEGORY 01
The Program
1 - Q 52 weeks — what does that actually mean for my family?
A
It means one hour a week, for a full year, spent doing something intentional with your child. Each week you receive a structured session — designed to take about an hour — that you do together. Some weeks it's a conversation. Some weeks it's a project. Some weeks it's something you'll keep long after the program ends.
The 52 weeks are organized into four seasons, each with its own focus:
Season 1 · Roots (Weeks 1–13) — Foundation. Your child builds the core answer to: who are you, where do you come from, and what do you know to be true about yourself. Season 2 · Rise (Weeks 14–26) — The history. From Africa through Contemporary Black Leaders. Your child claims the tradition that belongs to them. Season 3 · Stand (Weeks 27–39) — The inner work. Values, emotional intelligence, purpose, resilience. Your child learns to hold their identity when the world pushes back. Season 4 · Shine (Weeks 40–52) — The world. Racism, civic engagement, economic power, global Black identity, leadership. Your child takes everything they have built into the world.
Each season closes with a milestone celebration. The year is designed to build on itself. Season 4 is only possible because of what Seasons 1 through 3 built.
One hour a week. That's the ask. The return is a child who knows exactly who they are.
2 -Q What age is this program for?
A
Grow Up Proud is designed for children ages 6–13. The activities are structured to be led by a parent or caregiver. The framework is the same at every age. What changes is how you hold the conversation, how deeply you go, and what the child brings to it. A 6-year-old and a 13-year-old will both move through the four seasons — and both will arrive at Week 52 changed.
3 - Q How do I know if it's working?
A
You'll know because you'll see it. But we also give you a way to measure it. At the start and close of each season, you complete the Identity Confidence Index — a scorecard that tracks your child's growth across three dimensions: Identity Confidence, Cultural Pride, and Belief in Future.
At the end of each season, you receive a Transformation Report that shows exactly how much your child grew — in numbers, with interpretation, and with specific behaviors to watch for in the season ahead. The growth isn't a feeling. It's documented.
CATEGORY 02
Who Built It
4 - Q Who developed this program?
A
Grow Up Proud was founded by Lucy Holifield — an entrepreneur and a lifelong builder of things specifically for Black children.
Before Grow Up Proud, Lucy founded Identity Toys — a company built on the belief that Black children deserve to see themselves reflected beautifully and authentically in the world around them. The company ran for seven years. Its products are now part of the permanent collection at The Strong National Museum of Play in Rochester, New York.
The mission never ended. Grow Up Proud is what it became — not toys that reflect identity, but a program that builds it. Deliberately, week by week, across a full year.
The curriculum is grounded in five established frameworks in racial identity and child development research and is being reviewed by Black historians, educators, and child psychologists before launch:
Cross's Nigrescence Model · Spencer's PVEST Framework · Chavous et al. on Racial Identity & Academic Achievement · Hughes et al. on Cultural Socialization & Mental Health · Sellers et al. — the Multidimensional Model of Racial Identity
The result is a program that is both deeply personal and rigorously grounded — built by someone who loves Black children, and anchored in research on what it takes for them to thrive.
5 - Q Is this program religiously affiliated?
A
No. Grow Up Proud is not affiliated with any religious organization or tradition. The program is grounded in research, cultural history, and identity development — not theology. Families of all backgrounds and beliefs are welcome.
CATEGORY 03
Cost & Payment
6 - Q How much does the program cost?
A
There are three ways to enroll — depending on where you are and what works for your family.
Plan /Price /What You Get
1. Season Pass
$69 / season
One season at a time · 13 weeks · $5.31 / week
2. Annual Subscription (recommended)
$197
All 4 seasons · Full 52 weeks · $3.79 / week · Save $79 vs. Season Pass
3. Founding Families — first 100 families only
$97
All 4 seasons · Full 52 weeks · $1.87 / week · Permanently locked price
The Founding Families price is available to the first 100 families who purchase the full program. When those 100 spots are gone, this price is gone permanently.
The Season Pass is a one-season-at-a-time option.
Note: The Annual Subscription and Founding Families price both unlock all 52 weeks at once. Full transformation requires all four seasons. The Annual Subscription is the recommended path.
7 - Q What is the Season Pass?
A
The Season Pass gives you access to one season — 13 weeks — for $69. It is designed for families who want to start before committing to the full year, or who prefer to move one season at a time.
Important: The full transformation the program is built to produce requires all four seasons. The Season Pass is an on-ramp — a way to start. It is not a destination. If you purchase all four Season Passes individually, you will spend $276. The Annual Subscription gives you all four seasons for $197 — a saving of $79.
If you start with a Season Pass and decide to upgrade to the Annual Subscription, contact us at hello@growupproud.com and we will apply what you have already paid toward the Annual price.
8 - Q What is the Founding Families offer?
A
The Founding Families offer is $97 for the full 52-week program — all four seasons, everything included. It is available to the first 100 families who purchase the full program. That price is permanently locked for those families — it will never increase, never expire, and cannot be revoked.
Taking the free trial does not use a Founding Families spot. Only full enrollment counts. Take the trial, decide you're in, and claim your spot — as long as one remains.
Once the 100 spots are filled, the $97 price closes permanently. The program remains available at the Annual Subscription price of $197.
9 - Q What's included at every price point?
A
Every plan includes the complete content for the seasons you have access to. There is no stripped-down tier and no upsell waiting inside the program.
For each season you are enrolled in: all weekly session files · the Identity Confidence Index scorecard at the start and close of the season · a Transformation Report with your child's growth documented · a season milestone certificate · season launch and celebration emails.
The Annual Subscription and Founding Families plans additionally include all four Transformation Reports and the Full Year Report at Week 52.
The Founding Families plan also includes founding family recognition and priority access to future cohorts and resources.
10 - Q Is there a free trial before I commit?
A
Yes. The free trial gives you access to the first four weeks of Season 1: Roots. One hour a week, four weeks — no payment required and no credit card.
Before Week 1 begins, you'll complete the ICI Pre-Scorecard — the same one full program families use. It takes about 10 minutes and gives you your child's baseline across Identity Confidence, Cultural Pride, and Belief in Future. That baseline is yours to keep whether you enroll in the full program or not.
The trial is the real program. Weeks 1–4 are not a preview — they are the first four weeks of Season 1. If you enroll afterward, you pick up exactly where you left off.
11 - Q What if I can't afford the program right now?
A
The Season Pass was built for exactly this. At $69 for 13 weeks — $5.31 a week — it lets you start a Season without committing to the full year. You can continue season by season at your own pace.
If you are in a genuinely difficult financial season, reach out directly at hello@growupproud.com. We are a small team building this for Black families — we will see what we can do.
12 - Q Do you offer gift cards?
A
Yes. The Grow Up Proud gift card gives the recipient access to the full 52-week program — everything included, nothing held back. It's $197, it never expires, and you can schedule delivery for a specific date.
It's the right gift for a baby shower, a birthday, Mother's Day, or any moment when you want to give a family something that lasts far longer than the occasion. Gift card page --CLICK HERE
CATEGORY 04
Refund Policy
13 - Q What is your refund policy?
A
Not the right fit? Email us at hello@growupproud.com within 30 days of enrollment for a full refund. After 30 days, we won't charge you further — but payments made are non-refundable.
CATEGORY 05
Logistics
14 - Q What if we fall behind or need to take a break? Can I pause the program and come back to it later?
A
YES. "Life happens." Grow Up Proud is designed for it. Stop, pause, and pick back up whenever you're ready. Your progress is always saved and your family's spot never expires.
15 - Q When does the program start after I enroll?
A
It depends on which enrollment path you chose.
Completed the free trial — Your program continues at Week 5. After enrollment you'll receive the Trial Completion email with your Week 5 access. No repetition — the journey continues exactly where you left off.
Enrolled directly — Your program begins at Week 1. You'll receive the New Enrollment welcome email with your Week 1 access and ICI Pre-Scorecard instructions.
There is no waiting list, no cohort start date, and no delay. Your year begins when you're ready.
16 - Q Does one subscription include all the children in the family?
A
Yes. One subscription covers your whole family. All children in your household ages 6–13 can participate under a single enrollment — no additional purchase required.
Note: Each child is required to have their own Scorecard. To accurately track every child's growth, you'll complete a separate Identity Confidence Index scorecard for each child at the start and close of every season. Each child gets their own baseline, their own Transformation Report, and their own documented evidence of growth.
One subscription. One price. One scorecard per child.
17 - Q Is this program only for Black families?
A
Grow Up Proud is built specifically for Black children and their families. The curriculum, the history, the cultural content, and the identity framework are all designed with Black children at the center — because that specificity is the point. This program does not try to be for everyone. It is for them.
Got more questions? Contact us · hello@growupproud.com