First Beach

First Beach is a short video about foster kids and orphans seeing the beach for the first time, a partnership between 2 organisations. Via CSR News:

To ring in National Beach Day, REEF, the industry leader in beach footwear and apparel, announced the premiere of “First Beach,” a new docu-short featuring non-profit organization Urban Surf 4 Kids. The film takes viewers behind-the-scenes and features the raw emotions of ten children living within the foster care system as they experience the beach for the first time.

On July 26, REEF and Urban Surf 4 Kids – a unique grassroots organization that provides mentoring and water therapy activities to children who are at-risk or within group homes – hosted ten foster youth from Arizona with a beach day and surfing lesson at La Jolla Shores in San Diego. In their first-ever ocean visit, the kids spent all weekend experiencing the various beaches of sunny San Diego and meeting and surfing with REEF ambassadors, including surfer Mike Lay.

This is the third year REEF has partnered with Urban Surf 4 Kids and the first year the two partners joined forces to facilitate a “First Beach” trip. REEF’s brand purpose –to unite the world around the fun, freedom and spirit of the beach– was a natural fit for Urban Surf 4 Kids’ mission of using the ocean and water sports as a catalyst to empower young people.

“We are honored to partner with a unique organization like Urban Surf 4 Kids to bring the incomparable spirit and restorative quality of the beach to young people, who otherwise wouldn’t have this experience,” said Mike Matey, REEF VP of Marketing. “The beach is so ingrained in our culture here at REEF and we are thrilled we were able to seed that love and passion to this inspiring group of young people.”

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