Red Bull Social Innovation was a universal marketing pillar launched in 2017. It was Red Bull's authentic way of doing good (#socialimpact) while also doing well (#businessgrowth) at the same time, all based on our deeply-rooted vision of "giving wings to people and ideas".
Red Bull Social Innovation was aimed at:
Red Bull Social Innovation was aimed at:
(1) Fostering Social Impact on the ground by giving wings to Social Innovators, who are addressing the major social & environmental issues of our time;
(2) Upleveling communities and building networks and connections, also between Innovators and supporting organizations;
(3) Creating content and new role models to inspire and engage a broad audience to do good.
(2) Upleveling communities and building networks and connections, also between Innovators and supporting organizations;
(3) Creating content and new role models to inspire and engage a broad audience to do good.
Head of Social Innovation Marketing: Lukas Mayrl
Social Innovation Project Specialist: Josine Bakkes
Head of Red Bull Amaphiko: Ian Calvert
Red Bull Amaphiko Project Specialist: Pia Frizberg
Head of Comms: Fanny Bausse
Social Innovation Project Specialist: Josine Bakkes
Head of Red Bull Amaphiko: Ian Calvert
Red Bull Amaphiko Project Specialist: Pia Frizberg
Head of Comms: Fanny Bausse
The Red Bull Social Innovation department coordinated two global social impact programs: "Red Bull Amaphiko" and "Red Bull Basement".
Amaphiko is Zulu for “wings,” a play on the famous tagline (“Red Bull gives you wings”). The name originates from South Africa, where local company team members decided that, in addition to their usual set of ambassadors, who were mostly musicians or extreme athletes, the brand might want to sponsor those trying to directly uplift people’s quality of life as social entrepreneurs.
Amaphiko is Zulu for “wings,” a play on the famous tagline (“Red Bull gives you wings”). The name originates from South Africa, where local company team members decided that, in addition to their usual set of ambassadors, who were mostly musicians or extreme athletes, the brand might want to sponsor those trying to directly uplift people’s quality of life as social entrepreneurs.
Red Bull Amaphiko has grown into an international program, for social entrepreneurs who lead positive change in their corner of the planet.
Development, support and storytelling are the beating heart of this initiative.
The social impact program facilitates:
▪️ Academy: a 10-day launch pad, hosted in central cities
▪️ Festival: a moment to celebrate bottom-up local community innovations
▪️ Connect: a Bootcamp to engage, inspire and connect social innovators
▪️ Storyteller: workshops empowering participants to convey their story.
Development, support and storytelling are the beating heart of this initiative.
The social impact program facilitates:
▪️ Academy: a 10-day launch pad, hosted in central cities
▪️ Festival: a moment to celebrate bottom-up local community innovations
▪️ Connect: a Bootcamp to engage, inspire and connect social innovators
▪️ Storyteller: workshops empowering participants to convey their story.
