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key information
problem statement
Many young people are born into abject poverty where crime and violence are as much a part of everyday life as buying bread and milk. You can’t go into these disadvantaged areas and tell youngsters not to get involved in delinquent activities. You have to invest into them, to build relationships with them, to win their respect. You have to give them something to strive for, something to work towards, something positive to believe in. When you do this, then you have a shot at reaching them and bringing out the best in them. Amazingly, when you get this right, you discover they are exceptional human beings who want nothing more than to get out of their horrible circumstances, to flourish and succeed, to be productive members of society and to be loved and respected.
solution
Adrenalize organizes for young adults who live in poor conditions to experience an extreme activity each month, such as bungee jumping, shark cave diving, surfing, abseiling, race car driving, etc. These activations also involve life skills training, which helps to prepare the participants for the challenges they face in everyday life. The principle is, participants will remember the extreme activity for the rest of their lives, so there’s a good chance they’ll also remember the life lesson. To qualify for an Adrenalize activation each group of ten or more youngsters must complete an urban renewal community project. This gives them the opportunity to make a difference and win favour with their communities. To ensure programe loyalty, the groups get to experience a new activity each month.
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