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Beachwear Brand REEF Brings Foster Youth to the Beach for the First Time


HAYMAKER launches docu-short featuring non-profit organisation Urban Surf 4 Kids

Beachwear Brand REEF Brings Foster Youth to the Beach for the First Time

To ring in National Beach Day, beach footwear and apparel store REEF announced the premiere of 'First Beach', a new docu-short created by HAYMAKER featuring non-profit organisation Urban Surf 4 Kids. The film takes viewers behind-the-scenes and features the raw emotions of ten children living within the foster care system as they experience the beach for the first time.

On July 26th, REEF and Urban Surf 4 Kids hosted ten foster youth from Arizona with a beach day and surfing lesson at La Jolla Shores in San Diego. In their first-ever ocean visit, the kids spent all weekend experiencing the various beaches of sunny San Diego and meeting and surfing with REEF ambassadors, including surfer Mike Lay.

This is the third year REEF has partnered with Urban Surf 4 Kids and the first year the two partners joined forces to facilitate a 'First Beach' trip. REEF’s brand purpose - to unite the world around the fun, freedom and spirit of the beach – was a natural fit for Urban Surf 4 Kids’ mission of using the ocean and water sports as a catalyst to empower young people.

“Many of us take the beach for granted,” says Matt Johnson, founder and chief strategy officer at HAYMAKER. "We forget how powerful and transformative that experience can be. With ‘First Beach’ we’ve been able to share that experience and capture some of the beach’s magic.” 

"Beach Freely is about helping everyone experience the power of the beach,” adds Jay Kamath, founder and chief creative officer of HAYMAKER. "Each foster kid has overcome so much. We feel honoured to help these individuals experience the beach in their own way, and give them inspiration for what else is possible in their lives."

“We are honoured to partner with a unique organisation like Urban Surf 4 Kids to bring the incomparable spirit and restorative quality of the beach to young people, who otherwise wouldn’t have this experience,” said Mike Matey, REEF VP of Marketing. “The beach is so ingrained in our culture here at REEF and we are thrilled we were able to seed that love and passion to this inspiring group of young people.”

Foster youth are wards of the state and because of this status, youth in group homes are legally unable to enter the ocean and to enjoy the beach freely. With the support of REEF and other sponsors, Urban Surf 4 Kids can assume the liability and cover the special insurance that provides the opportunity for disadvantaged youth to experience the joy and freedom of the beach.

“The love grown and sustained in this therapeutic home of ours – the ocean – grew into our passion and mission to search for others in need of a place to call home,” said Craig Jenkins, Urban Surf 4 Kids San Diego Chapter President. “This project has allowed youth who have never even seen the beach before to experience it to its fullest. Worlds were expanded just a little wider, past dreams became a reality, and new ones were born.”


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Genres: Scenic, Storytelling, People, Documentary

Categories: Corporate, Social and PSAs, Non-Profit

Marketing Matters, Tue, 04 Sep 2018 16:30:16 GMT