ChoiceUp was conceived in the aftermath of the horrific massacre at Sandy Hook Elementary School in Newtown, Connecticut.  Many were shocked by what befell those innocent children that day.  The name ChoiceUp and its general guiding principles for a better humanity was born.  It is simply a place help bring light and awareness to all decisions irrespective of its size .  Awareness that was lacking during all the events and choices that led to such a preventable tragedy.  

Choices form our world and ChoiceUp is a clarion call to humanity for a more just and sustainable world.  Where every decision-maker supports our species’ self-preservation and helps contribute to the global human family for it to be its best.