The Choose2Luv Movement was founded in 2016 by husband and wife Derek and Chyrell Ross, and Darrell Butler. Derek and Chyrell met in 1980 during their 10th grade year at Brien McMahon High School in Norwalk, CT. Derek and Darrell met in 1983 during their freshman year at Cornell University.
The inspiration for Choose2Luv was inspired by the song and video produced by Derek and Chyrell's son, Stephen Ross, called "Choose2Luv". They were moved by Choose2Luv's aspirational vision of youth empowerment and conscious choice. They purposed to develop a training program that would teach the three key Choose2Luv principles: 1) self-love; 2) respect for others; 3) personal achievement. However, they realized they would need to enlist the support of other talented individuals to achieve this goal.
Over the previous 15 years, Darrell had built a highly successful consulting practice, leading various Fortune 500 corporate leaders through paradigm shifts, resulting in cultural change and improved productivity within their organizations. Derek believed that Darrell's expertise could be parlayed into a youth training model that could have large-scale impact. After understanding their vision, Darrell decided to join the husband-wife team. The three formed a non-profit and worked tirelessly to develop a 10-month training program designed to equip high school students with the cognitive skills to help them to understand and internalize the Choose2Luv principles.
After conducting the training with various youth groups in Orlando, they received requests to offer the training in other cities. They have subsequently trained students in North Carolina, New Jersey, and Maryland. Their goal is to impact 1 million students by the end of 2020.