Deutsche Bank launches new corporate citizenship programme…
Deutsche Bank launched today its new UK corporate citizenship programme, Born to Be, which is committed to tackling the critical issue of youth unemployment. The Bank aims to reach over 160,000 young people in the UK through Born to Be over the next four years.
The programme is led by a new partnership with Sported, the sporting legacy foundation of the London 2012 Olympic and Paralympic Games, which combines sport with education to engage young people who are at risk of exclusion.
Born to Be
- Aims to prevent youth unemployment by targeting 11-18 year olds at risk
- Plans to reach over 160,000 young people in the UK, in co-operation with project partners, over the next four years
- Led by a partnership with Sported, the sport for development foundation established by Sir Keith Mills with Lord Seb Coe as patron
- Provides support to 33 community sports clubs working with at-risk youths in London
The Born to Be programme will also support a number of other non-profit organisations across a range of fields, such as The Globe Education and the Design Museum, that are working to break the cycle of youth unemployment through early intervention.
One in seven 16-24 year olds in the UK is not in employment, education or training (NEET), a situation that will cost the UK economy £28 bn over the next 10 years, according to the ACEVO Commission on Youth Unemployment.
Colin Grassie, Deutsche Bank UK Chief Executive Officer, said Born to Be would target 11-18 year olds at risk of becoming NEET via education-led projects aimed at increasing educational achievement, developing employability skills and raising aspirations.
“Helping young people fulfil their potential and find who they were Born to Be is now at the heart of our corporate citizenship strategy,” Mr Grassie said. “Youth unemployment pushes young people to the margins of society. We want to provide support at an earlier stage when there is a much greater chance of helping young people find their path.”
A core project of the Sported partnership will be sporteducate, a programme that will provide grants, training and management support to 33 community sports clubs in targeted areas across London. The grants will enable clubs to run education activities alongside their core sports programmes for young people aged 11-18.
Deutsche Bank employees will be integral to the success of sporteducate by volunteering as coaches, mentors and club supporters, and also acting as business mentors to ensure the clubs are financially sustainable and able to develop and grow. Deutsche Bank has a strong volunteering culture with more than 2,000 of the bank’s UK employees – one in four – volunteering.
Sir Keith Mills, founder of Sported, said: “We’ve seen tremendous results from using sport to inspire young people from difficult backgrounds and we’re delighted to be working with Deutsche Bank as our first corporate partner to help even more young people transform their lives”. Lord Seb Coe, patron of Sported, added: “This is the most significant investment by a corporate organisation in sport for development since London 2012.”
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