Deutsche Bank has demonstrated the impact of putting great ideas on screen with a new video by Be Inspired Films, showcasing its corporate citizenship project addressing youth unemployment, Born to Be. Wartch the video below.
Born to Be was launched in May 2013, with the aim of reaching 160,000 eleven- to 18-year-olds at risk of becoming NEETs (not in employment, education or training) over the next four years.
A key element of Born to Be is the sporteducate programme, which sees Deutsche Bank partner with Sported to provide funding and support to community sports clubs in London. Through sport and other extra curriculum activities such as languages, young people are equipped with the skills and focus to stay on in education and gain employment later on.
Deutsche Bank is dedicated to involving its employees in community and volunteering opportunities – 25 per cent of its workforce in the UK currently participate in pro bono projects – and engaging employees through mediums such as video help to bring to life the programme and promote volunteering opportunities internally.
“The video was made to give a very clear focus to Deutsche Bank’s Born to Be youth engagement programme and what we’re doing with sporteducate, especially in its early pilot stages,” explains Lareena Hilton, UK Head of Communications and CSR at Deutsche Bank.
“It’s a call to action to employees, to capture their hearts and minds. It brings to life the programme, the issues and challenges in disadvantaged communities and the young people that we aim to reach.”
Hilton says there has been a ‘great response’ from Deutsche Bank’s UK team, with many signing up to register their interest in future volunteering opportunities beyond the pilot, such as financial planning, fundraising strategy and IT training to support the grassroots sports clubs, which rely significantly on unpaid volunteers, as well as mentoring young people and as sports coaches.
“Through our employee engagement we are creating a business framework for the sports clubs and helping to professionalise the sector,” says Hilton. “Our volunteers also benefit from honing their leadership skills.”
Be Inspired Films, established in Birmingham by Ravinol Chambers in 2009, was selected to produce the video thanks to its strong social responsibility ethos. Other video production clients in Be Inspired’s wide portfolio include third sector organisations, public sector initiatives and corporate CSR departments, while the company also provides affordable video training to SMEs and charities.
“Rav understood the motivation and key messages perfectly and was able to relay it into a format that really worked and got people talking,” says Hilton.
“It was great for us to meet the young people first-hand, see their enthusiasm for the programme and to bring that to life on video,” says Ravinol Chambers. “We are particularly excited about the power of business to make a difference and found a similar enthusiasm amongst the Deutsche Bank staff which made it a pleasure to work with them.”
The Born to Be video is also multi-purpose: it is available on the www.db.com/borntobe website to better communicate the success of sporteducate, while demonstrating Deutsche Bank’s social responsibility commitment and intent to external audiences.
More films are planned to chart the progress of Born to Be and the sporteducate programme over the next four years.