New Blood Entry — Break the Record
Award: Wood Pencil
Gymshark / 2023
We want to help youth offenders to become the best version of themselves, and break their criminal pattern.
Gymshark: Break The Record, is an educational program designed to match young offenders' interests - physical activity. They'll be able to become personal trainers, and have an income as soon as they're released. To further Break The Record, we implemented a 2-part documentation system that makes it easier to convince any future employer about the change that the ex-con has gone through.
What did the judges have to say?
Break the Record recognised a group which wasn't necessarily going through the same changes in routine that others were undertaking. Focusing on the less fortunate (in this case they pushed it to being adolescents with criminal behaviour, which I'm not certain was necessary) and offering a diploma/course similar to their peers, was a nice shift of focus to a significant segment.
Mick Valentine, Senior Strategist, VCCP