Catholic author, speaker, and business leader Dave Durand had a bold idea: inspire Catholic men to lead their families to confession twelve times a year, and challenge them to invite twelve more men to do the same. He called this movement 12 Men. To spread the message, he wrote The Fountain of Youth, a real-talk, down to earth, practical guide to this powerful sacrament. Dave needed a partner who could help him reach as many people as possible with this movement.
When Dave came to 5 Stones with his vision for 12 Men and his manuscript, we loved the idea and couldn’t wait to get started. Our team built the entire brand and messaging from the ground up. We developed the visual identity, including the logo, color palette, and typography, and crafted the brand voice to resonate with Catholic men. Our team also designed the book cover, built a sleek website, and launched a comprehensive marketing campaign with digital ads, email automation, and content creation. We also handled warehousing, order fulfillment and customer service, ensuring the movement operated seamlessly and Dave could focus on leadership.
Over 180,000 copies of The Fountain of Youth were distributed through campaigns and fulfillment infrastructure managed by 5 Stones. The seamless marketing and operational support enabled 12 Men to scale quickly, making the movement accessible to Catholic men nationwide. The brand became a rallying point for Catholic men ready to step up and lead their families with intention.
Dave Durand had a clear vision for 12 Men. Our role was to help translate that vision into a clear, unified identity. We wrote the 12 Men Brand Book to define what the movement stands for, how it speaks, and how its story should be told. This clarity allowed 12 Men to resonate with the exact audience it was created to reach and remain consistent as the movement expanded.
Our team strategized and deployed targeted digital advertising and email campaigns to spread the word about The Fountain of Youth and the 12 Men movement. These efforts created strong momentum, driving awareness, engagement, and the distribution of more than 180,000 books. After feeling inspired by the message, individuals ordered 6-packs to share with friends and family, parishes gave out copies for Advent or Lent, and conferences offered copies to attendees. We are honored to have helped spread this movement far and wide.
