The initiative is part of Reef’s new humanitarian outreach program, launched this month. Known as We Heart, it reaches out and supports communities in areas where Reef and its global brand ambassadors travel and surf that include their own coastal communities to areas in developing countries. The program 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 cleanups, gardening projects, farming, waste management, clean water and preserving natural resources.
Its first initiative on Reef.com features brand ambassadors Rob Machado and Brinkley Davies, who traveled to Bali’s Jodie O’Shea orphanage. The company donated $11,500 to repair the orphanage’s roof. Reef will continue to share We Heart efforts via its website and engage followers through social media; there’s a #ReefWeHeart conversation with communities around the world that share in Reef’s vision.
Brand ambassador Rob Machado is an international surfer and widely recognized as a role model for young surfers. He has not only toured the world surfing, but following his other passion of music.
Fellow surfer Brinkley Davies has been surfing since she was 5 years old. She’s also an avid photographer, specializing in underwater work.