A unique approach
They're a mobile phone company who are passionate about giving back to the community and helping make our world a better place. Their approach is unique because they have integrated the cause they support into their products and services.
What do they support
Homeless young people is a critical issue in Canada – but not enough people know about it. More than 65,000 young people live on the streets in Canada but a staggering 87% of people don’t recognise it as an issue. This low awareness was contributing to a lack of solutions. Virgin Mobile Canada wanted to change this. They saw that the first step in making a difference was to help the public understand that youth homelessness.
It’s why Virgin Unite and Virgin Mobile Canada are working with a network of innovative homeless organisations around Canada, including Eva’s Initiatives, Dans la Rue and Broadway Youth Resources Centre.
The aim is to make a real, tangible difference to homeless youth across the country through a number of products and services:
RE*Generation Concerts: Virgin Mobile developed these concerts to use music to connect their members to the issue of homelessness through charity work. Artists like Lady GaGa, the Veronicas and Canadian rock sensation The Trews have all joined The RE*Generation. They visit one of Virgin Mobile Canada’s homeless charity partners, talk to young people and perform a benefit concert – with proceeds supporting the programme.
RE*Generation Phone: Virgin Mobile has, to date, created three Limited Edition RE*Generation phones to raise funds to help the fight against youth homelessness. In 2011, Virgin Mobile linked up with Samsung Canada to release the RE*Generation Samsung Gravity 3, with $15 from the sale of each phone going directly to the RE*Generation initiative to help support young homeless programmes in Canada.
FREE IP: Run in partnership with local organisations that support young homeless people across Canada, this programme gives young people the opportunity to volunteer and make a difference. Volunteers are rewarded with free tickets to music events.
Raising the Roof: Virgin Mobile paid for a ground-breaking study on youth homelessness in Canada.
Working with Virgin Unite
“The research shows that not only are Canadians misinformed, they are unaware of how big the problem youth homelessness really is or what they can do. Working with Virgin Unite, we’re on a mission to not only find solutions to the issue, but to educate Canadians about what youth homelessness is and why so many young people don’t have a place to call home.” - Andrew Bridge, Brand and Communications Director, Virgin Mobile Canada and Virgin Unite Canada Board Member
"It doesn't take much to have an enormously positive impact on the lives of others and Virgin Mobile is excited to be a part of Virgin Unite's fundraising efforts. As Canada's leading provider of mobile services to the youth market, we have a customer group that is very aware of social issues – globally and locally – and who expect us to play a leading role in championing change. We are committed to playing our part both abroad and here at home." - Andrew Black, Former President and CEO of Virgin Mobile Canada and Virgin Unite Canada Board Member
Impact?
To date, Virgin Mobile Canada has raised over
$1 million and has gained additional support of
$535,000 through Virgin Unite. We have invested these funds with our charitable partners to have the following impacts through the RE*Generation initiative:
|
• |
Opportunities created for approximately 775 homeless and at-risk young people, including mentoring and education and employment training and support |
|
• |
Services provided to 240 family members and young people to prevent or end homelessness |
|
• |
Housing and emergency services provided for approximately 7,300 homeless young people |
|
• |
2,500 young people engaged in creating social change throughout Canada |
|
• |
25 million media impressions for Toque campaign and issue through Raising the Roof campaign |
|
• |
Funded groundbreaking study on youth homelessness in Canada that: |
|
|
Details experiences of 689 street-involved youth in three Canadian cities, providing snapshot of youth homelessness in Canada today |
|
|
Presents 9 specific recommendations for long-term solutions to youth homelessness |
|
|
Captures input from youth-serving agencies, policy makers and researchers from across the country – the first time in Canada that there has been such broad consultation on this issue |
Raising the Roof report:
|
• |
Detailed experiences of 689 young people in three Canadian cities, providing a snapshot of youth homelessness in Canada today |
|
• |
Presented nine specific recommendations for long-term solutions to youth homelessness |
|
• |
Received input from agencies, policy makers and researchers from across the country – the first time in Canada that there has been such broad consultation on this issue |
|
• |
Generated 25 million media mentions for Raising the Roof, raising awareness of the issue |
Here’s what they are saying
“Meeting Sir Richard Branson and advancing our partnership with Virgin Unite was a significant achievement and having the opportunity to give him a tour of Phoenix [our facilities] was certainly a highlight. Being able to convey the importance of the work we do at Eva’s and to broaden our relationship with Virgin Unite with a defined focus on tackling youth homelessness on a national level were, without a doubt, important moments in 2010.” - Maria Crawford, Executive Director, Eva’s Initiatives
"To have 65,000 homeless youth in Canada is simply unacceptable, but even worse is that the research shows that 87% of Canadians are unaware of just how many homeless youth there are. More needs to be done to educate and engage Canadians - and that's what our non-profit foundation, Virgin Unite and Virgin Mobile are on a mission to do with the RE*Generation Movement." - Richard Branson
"Hundreds of thousands of kids are homeless every night and even more are at-risk of becoming homeless. I'm part of a movement to change all that. There are lots of things we can all do to help, and the first is to acknowledge that this is a crucial issue for our generation." - Cory Monteith, star of Fox television series
Glee
Read all about: