Adolescence is a critical stage in a person’s life and development; it helps lay the foundation for who the person will become and how they will engage with their family and community. This phase of exploration relies on strong social networks and systems to support positive development and choices.
All over the world, youth faces challenges on this journey towards maturity. It is not surprising that the challenges of a dual transition – socio-political and personal – make young people stressed, anxious, and uncertain. In countries witnessing chronic crises or post-crisis change, like Pakistan, youth becomes a vulnerable group. More risks create obstacles against building citizenship, integrating peacefully into society and other positive human development capacities.
A brilliant corporate social responsibility initiative called 321Bhago! has paid dividends for the youth in the country. Launched in May 2014, executed by the INGO Mercy Corps and supported by Coca-Cola Beverages Pakistan, Ltd the objective of the programme was to build safer, stronger and healthier communities through sports, organised play activities and community engagement.
The 321Bhago! worked with young people between the ages of 10 and 16 over a period of 8 months and provided 96 hours of training to 2,565 vulnerable adolescents. The project also empowered members within each school to act like mentors to the youth. These mentors were provided training prior to the programme and assumed roles of youth leaders and coaches.
The results of the programme have been astounding where 90 percent of the youth reported that they feel more active and energetic since joining the program; 99 percent felt improvement in their relations with other students, teachers and family as they claiming to become more friendly, tolerant and social. Seventy percent of youth enhanced management and leadership skills through implementing community events. Sixty-six percent of youth has increased sense of responsibility by fulfil their duties at home and at school. Seventy percent of youth become confidence in sharing and talked to their teachers without hesitation, which improve their school activities
Interestingly enough the youth also felt that had improved decision-making, leadership and communication skills and many demonstrated a more positive relationship with other youth and family members. Eighty-four percent of the parents reported that their children had become physically active and participate in home chores more actively. Forty-six percent of parents feels that their children become active and focused in their studies, they give time and concentration to their education and eighty percent of the youth shared that they give their stipend to their parents who saved that money for their education expenses.
What is more, virtually all youth participants experienced positive changes in terms of developing new relationships and building upon existing relationships with others. This initiative is to be lauded from a sociological perspective also, as it promotes active healthy lifestyle in schoolchildren and inculcates in them vital personality development traits like teamwork, striving for excellence, competitive spirit and so forth.
Further its reach in terms of number of children is in the thousands, amongst children from middle and lower middle class segments of society who otherwise have precious few such opportunities in life as they grow up. Initiatives like these keep them from falling into bad habits and develop their sense of purpose and achievement.
CCBPL Public Affairs & Communications Director Zafar Abbas Jafri, said, “CCBPL has a long standing commitment to improving access to community programmes that foster physical activity and exercise and our goal is to make positive difference in community by strengthening and by promoting active and healthy lifestyle. The 321 Bhago is a step toward that direction. This programme provides a very useful platform to a youth where they can channelise their energy in a positive way while creating opportunities for their personal development and grooming.”
While the significance of such initiatives is clear, what is also clear is that individual entities cannot bring such programmes to fruition alone. In the case of 321Bhago! the partnership between Mercy Corps, The Citizens Foundation, the Education Department of Punjab Government and Coca-Cola Beverages Pakistan, Ltd created the synergy to positively impact the health, attitudes and lives of thousands of children. Moreover, 321 Bhago! was able to garner support from families and community members, which was critically important when the programme faced a significant security-related hurdle following the Peshawar school incident. Such support from the corporate sector and civil society is vitally needed where the government, in isolation, is unable to cater to such essential needs of the youth.