Purpose is Important. Impact is vital. thinkBeyond in 2021
December 17, 2021
In an age of increased expectation from fans, consumers and wider stakeholders, our sister consultancy thinkBeyond continues to help to revolutionize the use of sport to create a healthier, more equitable and sustainable world - providing social impact strategies that enhance business value for progressive clients around the world.
Working across 18 clients in 2021, thinkBeyond addressed a wide array of social issues – from sustainability to mental health to youth development to diversity, equity and inclusion – while also partnering with Beyond Sport to provide customized support for a selection of our partners and projects.
Read on for just some of the highlights from their exciting year:
Z Zurich Foundation: Tackle Your Feelings
The Z Zurich Foundation, the charitable arm of the Zurich Insurance Company, is helping to create a fairer, more open and sustainable society by empowering vulnerable people within its communities to better protect themselves from risk, and to adapt and thrive in a rapidly changing world. In 2021, thinkBeyond was appointed to support on one of its three strategic pillars – improving mental wellbeing.
The Foundation’s award-winning “Tackle Your Feelings” awareness programme is a preventative mental health programme that gives individuals tools and motivation to take care of themselves. It uses sport as a mechanism to communicate its key messages and currently operates in Ireland and Australia.
thinkBeyond was asked to take forward the Ireland and Australia learnings to explore where and how the programme could be scaled in new areas, specifically USA, Canada, Europe, UK and The Middle East. Through a detailed regional research project to understand the current provisions around sport and mental health in these areas and how it varies across countries and regions, thinkBeyond was able to identify gaps Tackle Your Feelings could help fill.
Z Zurich Foundation’s mental wellbeing work has a huge aspiration to make a difference in the lives of 11 million people worldwide by 2024. The reports reiterated just how urgent the need is and uncovered 30 partners from other countries and regions who can help the Foundation achieve its mission.
The North Face: Explore Fund Council EMEA
World-leading outdoor brand, The North Face, runs a global Explore Fund Council armed with $7M to improve diversity, equity and inclusion efforts and expand access to outdoor exploration.
In 2021, it expanded the project to EMEA (Europe, Middle East and Africa) and brought on thinkBeyond to help with the launch content development and communications, and to design and facilitate a set of summits for the council members to develop recommendations to support equitable, culturally relevant exploration for future generations.
Launched on 7 October, The North Face Explore Fund Council EMEA brings together cross-sector experts who are developing ideas, plans and recommendations to help break down systemic barriers to exploration. It includes world number 12 ranked British Lead Climber Molly Thompson-Smith, leading human rights lawyer, women’s advocate and founder of NGO Free to Run Stephanie Case and snowboarder, diversity and inclusion advocate David Djite, among others.
thinkBeyond will also work with the Council to develop and oversee a grantee selection process that will enable the selected charities to pilot initiatives that facilitate inclusive exploration within traditionally excluded communities. The first summit takes place January 2022.
Brian Dawkins Impact Foundation: Owning Your Cerebral Wellness
thinkBeyond oversees the activities of the Brian Dawkins Impact Foundation, which provides inspiration, resources and support to young people who, in the face of adversity, retain the drive and passion to succeed.
Since 2020, the Foundation has run the Brian Dawkins Values Program (BDVP) in partnership with social impact educator EVERFI, providing an interactive, digital course on mental health and wellness for public high schools that serve diverse and low-income communities. In 2021, BDVP expanded from Jacksonville, Florida to Philadelphia, Pennsylvania, reaching nearly 1600 students.
thinkBeyond also facilitated opportunities for Brian to speak directly with BDVP students and administrators, to share his experiences and answer questions in the effort to provide extra motivation and support. Four virtual “Classroom Conversations” took place in May for Mental Health Awareness Month and one in person Philadelphia event in November for nearly 100 attendees at George Washington High School. Last month’s session was part of a day of activities surrounding a new ‘B-Dawk Impact Burger’ fundraising collaboration thinkBeyond helped launch with popular Philadelphia sports bar Chickie’s & Pete’s.
The Foundation will be launching the Brian Dawkins Single Parent Families Program in partnership with Caring People Alliance next year to support low-income single parents who are striving for a better future for their children.
Bloomberg: PWR Ride
In late 2021, Bloomberg launched a new innovative event delivered by Square Mile Sport that brought to life the capacity for human ingenuity to tackle to worst effects of climate change.
The Bloomberg PWR Ride concept focused on creating and capturing green energy through “pedal power” and inspiring direct local action on climate change.
From November 17-18, in London’s Bloomberg Arcade, 16 first-of-a-kind Energym RE:GEN bikes were powered by more than 250 Bloomberg colleagues and clients to charge a central battery and several smaller Ohm battery packs for personal use. PWR Ride demonstrated the power and importance of individual climate action, generating 32kWh of clean energy across the two days.
By taking part in the event, riders generated enough energy to the central battery to power three after-school clubs for event charity partner, Greenhouse Sports. thinkBeyond manages the ongoing partnership with Greenhouse Sports and will be overseeing the transfer of the energy from PWR Ride to the Greenhouse Centre in Marylebone, London. Once plugged in, the battery will generate 15kWh of clean energy that will aid the organization to run the after-school clubs, supporting 150 young and vulnerable children who can receive high-quality coaching and guidance towards developing essential life skills.
The NFL is one of the world’s leading sports organizations, using its influence and assets to affect positive social change. Having grown its footprint in the UK, hosting games for the last 10 years. Building on its successful social impact in the USA, it wanted to make sure it did the same for communities in need across the UK, starting with establishing a Foundation through which it could affect change.
thinkBeyond was brought on to support the league in creating the Foundation’s strategy, to build their Theory of Change and to hone in on the impact they wanted to make. The resulting strategy encompasses: Unite - Bringing diverse young people together in environments that promote belonging; Upskill - Helping young people develop the skills and confidence to find and realize their potential and Advocate - Providing young people with pathways and platforms to take ownership of their futures. thinkBeyond also helped ensure that the Foundation’s governance was in-line with best practice and helped to support the development and integration of a Board.
In October, the NFL Foundation UK officially launched with the aim of tackling inequality and the lack of opportunities in society by supporting young people aged 12-20 to realize their potential access positive pathways and take ownership of their futures. thinkBeyond staff were proud to attend the launch event where NFL Commissioner, Roger Goodell and the Mayor of London, Sadiq Khan, announced a £1 million commitment from the NFL and the Greater London Authority (GLA) to support the NFL Foundation UK’s work over two years.
If you would like to learn more about thinkBeyond's services, click here.