A unique approach

While other companies are cutting back on their support for charity initiatives, in 2009, Virgin Mobile USA decided to invest more.
 
They wanted to have a real impact on an issue that affects the community in which it operates, an initiative that would engage their customers and staff, as well as have a social impact and make a difference to the world. In addition to it being the right thing to do, they also believed that this would increase loyalty among their staff and customers.

What do they support?

Over two million young people in the USA face periods of homelessness every year. Forced out of their homes, often due to violence, abuse or neglect, they have to survive on the streets.

Virgin Mobile USA and Virgin Unite are working together to help change these young people’s lives through The RE*Generation initiative.

The initiative connects organisations that support homeless young people with their peers who want to help. It’s easy to get involved. People can donate money – online or by text – or volunteer their time with organisations that support homeless youth.

Working with Virgin Unite

"Together we’ve made it possible.  Virgin Unite has been our partner in The RE*Generation from the very beginning of developing and delivering the programme until now.  It’s been a true partnership.  We couldn’t do it without them.” - Felicia Hill, Brand Experiences and Cause Marketing, Virgin Mobile USA

Impact?

The RE*Generation team at Virgin Mobile USA made the Virgin Mobile Festival free to the public in exchange for an optional $10 donation to help alleviate homelessness amongst young people. It captured attention worldwide, increased awareness of the issue, and most importantly, put smiles on the faces of fans when they needed it most.

A free programme which allows fans to volunteer their time at homeless youth shelters in exchange for a VIP ticket has been incorporated into all of their music sponsorships and events.

Our work has:

•	Generated over $7 million worth of cash, volunteered time and in-kind donations for The RE*Generation since 2006, from staff, customers and external partners
•	Led to at least 300,000 customer actions since the start of the initiative, including volunteering and cash donations
•	Lobbied the US Congress to officially designate November as National Homeless Youth Awareness Month, reaching over 68 million people and increasing awareness of homelessness amongst young people issues by over a third among the target audience
•	Created opportunities for 2,500 young people to have the Bigger Futures they deserve, through counselling, education and employment training and support
•	Reached almost 35,000 homeless and at-risk young people with clothing, counselling and emergency services and supplies.
•	Donated over 70,000 hours of community service, nearly 20,000 hygiene kits and 1,000 pairs of shoes from Converse, through the Free.I.P. programme which allows young people the change to earn a free concert.
•	Donating 200,000 items of clothing to homeless young people and supported over 200,000 outreach sessions with homeless young people
•	Contributed to over $1 million in matched funding for YouthNoise, with more than 10 million young people reached and more than 300,000 people taking action
•	Delivered 900 medical visits for homeless young people

Awards

The National Alliance to End Homelessness honoured Virgin Mobile USA and Virgin Unite at the 2010 Private Sector Achievement Award for our efforts to combat homelessness amongst young people in the USA.
 
The National Network for Youth, one of the most well respected advocates for homeless youth, honoured Virgin Mobile USA in 2008 with the Golden Pen Award. This annual award recognises excellence in reporting on youth issues.

Here’s what they are saying

“I’ve been an advocate for homeless youth for 15 years. I’ve never seen so much media attention on this topic. I am very hopeful that our work will allow mainstream America to gain a better understanding of this often invisible group of young people. I remain in awe in your work in garnering greater publicity and media attention to this issue. Thank you, again, for your contribution to our work!" - Richard A. Hooks Wayman, former Senior Policy Analyst, National Alliance to End Homelessness

“Virgin Unite’s assistance in developing and delivering the RE*Generation initiative, and in recruiting high profile individuals such as Jewel to get behind out efforts, has been invaluable.”

“The private sector has to significantly step up its efforts in addressing America’s social ills. Frankly, in one sense, it’s just good business.  Our customers expect and demand that the brands they support are socially conscious and I think in our country it is not just enough to have financially successful corporations, but we need corporations that also have a heart and a soul.  We cannot let the economy be an excuse for cutting back on causes that need our attention"

“The 24 hours I spent on the street through a homeless project made a profound impact on me and connected me to people in ways that I never even realised could be possible.  I run a cell phone company. Our business is all about connecting people. I now realise and passionately advocate that the connection between the private sector, non-profits and government in addressing these issues is more important than ever.” - Dan Schulman, former CEO, Virgin Mobile USA