Reef announced a new humanitarian outreach known as "We Heart," an altruistic program to mesh with the travel ethos of the brand's motto, "Just Passing Through."
"We Heart" highlights the brand’s existing culture of giving, an evolution of Reef’s former Reef Redemption. The program is humanitarian in nature, designed to help those in need where Reef and its global ambassadors travel and surf, from its own coastal communities to those in the developing world.
The community support is three-pronged, initiated to promote education, support community development, and preserve the natural environment.
Education is promoted through scholarships, community workshops, health education, recycling classes, and clean water workshops. Community development is supported through building or renovating schools, bettering transportation for children, waste management, infrastructure, and orphanages. The environment is protected through beach clean-ups, gardening projects, farming, waste management, clean water, and preserving natural resources.
"We Heart" will launch on Reef.com with its first initiative, featuring Reef Ambassadors Rob Machado and Brinkley Davies in Bali, at Jodie O’ Shea’s Orphanage. Reef donated $11,500 to repair the roof of the orphanage.
Reef will continue to share We Heart efforts on http://www.reef.com/we-heart.html and engage followers through social media and inspire a #ReefWeHeart conversation with communities all over the world that share in Reef’s vision.
