The Youth Adventure Trust are a registered charity that believe learning in an outdoor environment is a key part of a young person’s development. In the last 25 years, they have inspired over 3,800 vulnerable young people to fulfil their potential through outdoor adventure.
The YAT take vulnerable young people on an immersive three-year journey that utilises outdoor adventure to enhance confidence and resilience, to help them face their fears and make positive decisions about their future. Unique in comparison to other charities, their programme offers a long-term intervention which can positively change the course of young people’s lives.
After being initially introduced by the Outdoor Industry Association, we instantly saw the charity aligned with our ethos of using sport as a catalyst for positive social change. From watching the first video, the Brandwave team could see the incredibly valuable work they were doing to transform the lives of vulnerable young people.
In response to this, Brandwave committed more than £20,000 worth of Pro-Bono strategy and design work to the cause.
The Youth Adventure Trust aim to double the number of places available, on their life changing programme for some of the most vulnerable 11-16-year olds by 2021. Requiring additional funds to achieve this objective for growth, the team came up with an idea to create a unique challenge for the Outdoor Industry to participate in. The challenge would provide the perfect opportunity to raise additional funds whilst improving staff engagement, teamwork and performance for the brands that participated.
To support their objectives, Brandwave carried out a strategy day with the senior team at the Youth Adventure Trust. This included a messaging workshop to define key messages and how to communicate them externally. During the day, the team undertook many activities, which included assessing the competitor landscape, in order to define how the charity could connect with the outdoor industry and engage with them in the most effective way possible.
One key output of the strategy day was the development of a new sponsorship deck to communicate who the Youth Adventure Trust are, the valuable work they do, and the available partnership packages for brands to get involved. We also created a short video edit to help brands in understanding the type of challenge the Youth Adventure Trust could design for their team. Brandwave then supported the Youth Adventure Trust to connect with the brands by making key introductions with businesses that aligned with their ethos.
In addition to the marketing and strategy support our Client Services Director got to experience an incredible day visiting one of the Youth Adventure Trust camps, spending the day with young people on the programme experiencing first-hand the incredible work the Youth Adventure Trust team do and the impact just one of those days has on the young people in the programme.