In 2007, Tonia Wright stood at a crossroads. After years of proving herself in the advertising industry—securing multimillion-dollar accounts and demonstrating undeniable talent, yet still being denied the recognition she had earned—she realized it was time to stop waiting for a seat at the table. Instead, she built her own, trusting that the path ahead was already laid for her. She founded Grace Advertising & Consulting (GAC), not just as a marketing firm but as a mission-driven, altruistic agency devoted to health care marketing, advocacy, and outreach with an equity-centered focus. Today, as GAC celebrates 18 years, its impact is evident in the lives it has touched, the communities it has served, and the causes it has championed.

For Wright, this milestone is deeply personal. “Grace Advertising and the work that we do are personal,” she reflects. She stepped into the unknown, fueled by purpose but uncertain of what lay ahead. She wasn’t chasing profit—she was chasing meaningful change. From the start, she knew this agency had to be different—not just in how it operated but in what it stood for. 

Her mother, Theresa Williams, recalls that Wright always had a strong sense of responsibility. “She stayed close to me,” Williams remembers. Even as a child, she had an innate attentiveness, often choosing to be near her mother, observing and helping when needed. That deep-rooted sense of care and perseverance has remained constant throughout her life. Raised in a household where discipline and faith provided structure, she learned early on that success was never handed out—it was earned. Williams, who worked multiple jobs to provide for her children, instilled a fierce sense of accountability in them. “I didn’t play. They knew they weren’t getting away with anything,” she says. 

That sense of responsibility carried into every aspect of Wright’s life. Williams remembers her daughter’s determination from an early age. “She had this little purple outfit—a hot pants one-piece, not warm enough for winter. But she was determined to wear it. I told her no, but she wouldn’t back down,” she recalls. That same persistence never faded, shaping how Wright approached obstacles and challenges.

Unlike traditional firms, GAC’s work is rooted in service over profit, prioritizing messaging that educates, empowers, and advocates for communities that are often overlooked. That focus has led GAC to specialize in health care marketing for things like Medicaid expansion, maternal and infant health, and advocacy for survivors of human trafficking and intimate partner violence. 

“Tonia’s deep expertise in health care marketing is one of the key reasons we chose Grace Advertising to provide consultative support for our Black-led, Black-serving partner organizations through the Core Consultant Initiative at REACH. However, her influence reaches far beyond marketing,” said Carla Gibson, vice president of programs at REACH Healthcare Foundation.

Gibson continued, “Tonia’s unwavering passion and commitment to advancing health equity has sparked real change in our community. Her efforts in highlighting and finding solutions to address health disparities have led to her founding her own nonprofit, Altruism Inc., which ensures expecting mothers in both rural and urban communities have access to culturally appropriate care and other vital resources during and after their pregnancies. We are truly proud to partner with her on multiple levels as she champions equitable health care for BIPOC and rural women and children in our community.”

Now, as she looks back, she sees more than a company—she sees a social impact enterprise. This includes stories told that would have otherwise gone unheard, as well as policies changed, lives transformed, and voices amplified. GAC’s mission is clear: to use the power of strategic communication to uplift and create change. But Wright knew that communication alone wasn’t enough—real impact required direct community intervention. That belief led to the creation of Altruism, Inc., a nonprofit she founded in 2021 to expand GAC’s advocacy work beyond messaging and into on-the-ground solutions for maternal and infant health equity. 

“I would like Altruism to be on the leading edge of making Missouri not the 44th worst in the nation when it comes to maternal and infant health outcomes, but number one – the best,” she says. “We are creating a blueprint that coalesces community collaboration with health systems, coupled with other cross-sector partnerships that cater to the needs of birthing people using a whole-person approach, regardless of race, ethnicity, language, or socioeconomic status. And we want to help create a health care delivery system that honors [all] pregnant women, birthing people, and their babies.”

Through Altruism, Inc., that vision is taking shape. The nonprofit provides whole-person care to birthing people, including doula services, midwifery support, mental health assistance, and essential resources like food, diapers, and clothing. It extends the mission that has guided GAC from the beginning—ensuring health care access is a right, not a privilege. Creating real change, however, takes more than strategy–it takes a leader who understands what it means to persevere. 

Her ability to lead with empathy, passion, and unwavering determination comes from her own lived experience. She has never been a stranger to challenges. As a teen mother at 16, she worked relentlessly to pursue an education, positioning herself to reach higher and perform at a high level. But pursuing that dream wasn’t easy. Determined to create a better future for herself and her son, she left everything familiar behind, moving to a city she had never visited to attend college—all while raising a baby on her own. 

“I didn’t know what to expect, but I knew I had to go,” she recalls. She balanced parenting, full-time coursework, and a job, often surviving on just a few hours of sleep. “I’d put my son to bed and stay up all night studying. When he woke up, I was exactly where he left me.”

She faced moments of struggle but never questioned whether she was on the right path.

Her mother, who worked tirelessly to keep her children focused on the straight and narrow, instilled that resilience early. “They couldn’t get into any kind of trouble because I always knew where they were and what they were up to,” Williams says. That vigilance gave Wright a foundation of discipline and determination, shaping how she navigated life’s toughest moments.

“I have never doubted myself or this path that I’m on because it’s been confirmed over and over that this is where I’m meant to be,” Wright says. The long nights, the sacrifices, the weight of responsibility—she carried them not with hesitation but with conviction, knowing that every challenge was part of something greater.

But beyond the coursework and sleepless nights, attending historically Black colleges and universities (HBCUs) including Morgan State University in Baltimore, Maryland, instilled something deeper in her: a profound sense of identity, purpose, and belonging. She describes it as an environment that not only celebrated Black excellence but also equipped her with the confidence to take up space unapologetically. “At an HBCU, you don’t have to prove you belong—you just do,” she recalls. That foundation prepared her for the moments that would come later—being the only Black woman in corporate meetings, navigating systemic barriers, and ultimately creating a space where others wouldn’t have to fight to be seen.

That same perseverance shaped her career, where she thrived but was consistently underestimated. In one of her final roles before launching GAC, she was entrusted with bringing in high-profile clients and winning major accounts, yet when she asked for a promotion, she was met with hesitation. “I don’t know how the guys would feel about that,” she was told. Wright was the only woman and Black person in her department at the time. That moment of dismissal was all she needed. She resigned from her post at one of Kansas City’s largest ad agencies at the time, choosing to become a stay-at-home mother to focus on her family, believing that this new season was part of a greater plan. But as time passed, she felt the familiar pull of ambition and aspiration.

She knew she was ready to build something of her own. It was a decision she had already made in her heart, one that was reaffirmed by her husband’s steadfast support. He didn’t push her toward entrepreneurship—she was already moving in that direction. But knowing she had a partner who believed in her vision made the path forward that much clearer.

 “I have so much respect for women who work as stay-at-home-moms, and do it so well,” she reflects. “But I knew deep down, I was meant to build something outside of our home.” That realization, paired with an unshakable faith, led to the creation of Grace Advertising & Consulting, Inc.—a name that now carries nearly two decades of impact.

GAC’s early years were shaped by word-of-mouth referrals and a growing reputation for exceptional work in the health care space. Within its first year, the agency landed its first health care client, launching a trajectory that would soon make rural health networks, federally qualified health centers, and nonprofit health organizations its primary focus.

Wright found herself deeply connected to rural health care, an area often overlooked in traditional health marketing. Raised in a family with deep rural roots, she understood the barriers to health care access that many rural communities face. She saw firsthand how lack of transportation, fewer providers, and economic hardship created real obstacles to care. But she also grew up witnessing the strength of tight-knit communities—ones where people took care of one another, where resources were shared, and where resilience was a way of life.

Her mother remembers a childhood shaped by self-sufficiency and community support. “We had pear trees, strawberries, blackberries—everybody shared,” she recalls. “If somebody needed something, you didn’t think twice. You just helped.” That spirit of collective care and resourcefulness left a lasting imprint on Wright, reinforcing the idea that health equity is about more than just policy—it’s about ensuring that people have access to what they need to thrive. She also spent time with her grandfather, who was also a farmer. He was a strong yet nurturing figure who passed down wisdom and traditions over a chess board. “She has an old soul,” her mother reflects, noting how those experiences grounded Wright in values that would later define her leadership—determination, empathy, and a resolute devotion to service.

This deep understanding of rural life, both its challenges and its strengths, fueled GAC’s commitment to addressing health disparities and making health care information accessible, engaging, and culturally relevant.

Throughout its history, GAC has played a pivotal role in some of the most significant health care initiatives in Missouri and beyond. The agency was messaging about Medicaid expansion nearly a decade before it passed, shaping the way residents, policymakers, and health care leaders understood its importance. Wright recalls the moment Missouri finally expanded Medicaid by a narrow margin: “Had it not been for rural voters, it wouldn’t have passed. We were out there telling the story, helping people understand what was at stake.” She saw firsthand how access to care was no longer just a policy debate—it was a lifeline for so many who had been left out of the system for years. “We knew this wasn’t just about passing legislation. It was about making sure people could finally go to the doctor, finally access the care they needed.” It was a victory not just for the state, but for GAC’s long-standing mission.

Jennifer Sykes, director of communication and narrative change at Health Forward Foundation, echoes this impact. “Grace Advertising is a true partner in our work, helping communities understand the disparities experienced by those living in rural communities and communities of color,” Sykes says. “We rely on Grace to break down complex barriers to health and show what they mean for people in Lafayette County and beyond.”

By making health care messaging accessible and culturally relevant, GAC has played a key role in ensuring underserved communities receive life-changing information and resources. “By addressing the most pressing issues our communities face, [Grace] is helping to improve conditions for everyone,” Sykes adds.

That mission became even more critical during the COVID-19 pandemic, when misinformation threatened lives. GAC launched campaigns to combat vaccine hesitancy, encouraging people to get vaccinated quietly if they feared stigma. “We even told people, ‘Get the vaccine on the down-low,’” Wright says. The stakes were too high for anything less than urgent, innovative action.

Wright’s leadership has not gone unnoticed. Her ability to amplify the voices of health advocates and drive impactful messaging has made her a respected leader in the field. Cecilia Saffold, CEO of HealthTeamWorks, describes her as a visionary, stating: “Tonia Wright’s visionary leadership has been instrumental in telling the stories of health advocates in our region and elevating the voices of those working tirelessly to expand access and improve health outcomes. At HealthTeamWorks, we are deeply grateful for her unwavering investment of time and talent in our pursuit of high-quality health care opportunities for all, ensuring that every individual—inclusive of all backgrounds—has the support and care they deserve.”

Her impact extends beyond clients and partners; her leadership is deeply felt by those who work alongside her. Shariah Edwards, a certified full-spectrum doula for Altruism, Inc., describes Wright as a leader who doesn’t just create solutions but builds space for others to thrive. “The passion she has poured into both companies shines through in the people she’s brought together—each playing to their strengths while rising to challenges,” Edwards says. “She has created not only a place of impact for the community but also a space where her team can grow into phenomenal individuals.”

That same intentionality is what drew Heidi Koger, a longtime proofreader for GAC, to the team more than a decade ago. “Tonia took a chance on me 10 years ago when I hung my shingle out on a freelance website to earn extra income doing something I dearly love: working with words,” Koger says. “It’s been so fulfilling to help put hundreds of articles into the world that advocate for underserved populations in metro KC and rural communities.”

Koger has watched GAC evolve alongside the communities it serves. “Tonia is a dynamo with an unwavering voice for justice and equity; her energy and stamina are almost superhuman,” she says. “Her courage and entrepreneurial spirit have grown Grace Advertising from its infancy into the highly successful marketing agency that it is today.” 

Despite the agency’s success, the journey has not been without obstacles. As a Black woman leading a mission-driven agency, Wright has had to navigate bias, microaggressions, and the ongoing struggle for equitable opportunities in the business world. She is no stranger to being underestimated, but her response has always been to let the work speak for itself. “We show up, and we deliver,” she says. “That’s how we prove our worth. I tend to speak softly but I carry a big stick.”

The culture of GAC is a direct reflection of her leadership. She has built a team that values collaboration, compassion, and adaptability, ensuring that each member feels supported and empowered. “I don’t believe in a one-size-fits-all leadership style,” she explains. “You have to meet people where they are and provide space accordingly.” That philosophy extends to the clients and communities GAC serves—every project is approached with intentionality, care, and an understanding of the unique needs of the audience.

Looking ahead, Wright envisions a future where GAC’s reach continues to grow, deepening its connection to advocacy and mission-driven work. She sees an even stronger bridge between marketing and social change, where campaigns don’t just raise awareness but drive real action. As health care disparities persist and new challenges emerge—some manufactured by shifting political landscapes rather than progress—she wants GAC to remain on the front lines, ensuring that the most vulnerable communities aren’t just spoken about or for, but invited to the table to self advocate. 

That means expanding strategic partnerships, amplifying advocacy efforts, and further integrating storytelling as a catalyst for change. “We’re not just marketing—we’re influencing the systems that impact people’s lives,” she says. For her, success isn’t measured in revenue or industry accolades—it’s measured in access, equity, and empowerment. “The work we do has to mean something,” she says. “It has to create change.” 

GAC has never been about the bottom line—it has always been about putting people first. “We move in a very altruistic fashion, which means we put people before profits. We are all about serving for the greater good.” She doesn’t count wins in profit margins—she counts them in the number of people who receive health care because of a campaign, in the policies that shift, and in the communities that feel seen and heard. “By addressing the most salient issues our communities face, Grace Advertising is helping to improve conditions for everyone,” Sykes says.

Wright is also looking at the future of Altruism–exploring how to bring even more continuity between the two organizations. “I probably will look into how to more closely align Grace with Altruism so that it kind of flows from end to end, as opposed to being two separate entities, although they do collide in a beautiful way at times.” The goal isn’t just for these efforts to intersect but to build an even more seamless connection between strategic communication and hands-on intervention—ensuring every campaign, every partnership, and every initiative doesn’t just inform but leads to real, tangible change.

Her mother has watched this commitment grow and evolve, and she hopes that the values Wright carries forward remain deeply rooted in service. “You have to appreciate what you have because things can change in an instant,” Williams says. 

After 18 years of perseverance, grit, and purpose-driven leadership, the celebration of GAC’s anniversary is not just about the past—it’s a recommitment to the future. The work is not done. The fight for equitable access to health care and distributive justice continues, and GAC remains at the forefront. Wright has spent her career creating space for voices that have been silenced, telling the stories that need to be told, and ensuring that communities have access to life-changing information. She knows progress is never accidental—it is the result of persistence, strategy, and a refusal to accept the status quo.

Williams believes that commitment to service will define Wright’s legacy. “Families are supposed to stick together because you never know what’s going to happen,” she says, reflecting on the importance of community. It’s a lesson Wright has carried into every initiative—a belief that real impact happens when people come together to uplift one another.

When asked what she hopes people remember most about GAC, her answer is simple: “That we made a difference through the stories we told, that we messaged the heck out of a cause, and that our community impact was more than palpable.”