Next Project
The Sandals Foundation partnered with AFC Ajax to launch "Future Goals," an initiative which repurposes recycled ocean nets and plastic waste into football goals for Caribbean youth, promoting sustainability and youth empowerment across primary schools in Curaçao.
The Sandals Foundation embarked on a mission to promote environmentalism and create job opportunities for Caribbean youth by partnering with Netherlands' football giants, AFC Ajax. With the goal of increasing environmental awareness and fostering youth empowerment, the challenge was to develop a comprehensive programme that could engage young minds across the region.
Recognising the immense popularity of soccer in the Caribbean, we seized an opportunity to leverage the sport's universal appeal as a powerful tool for education. By partnering with AFC Ajax, renowned for its global influence and extensive network, we aimed to harness the passion for football to engage, empower, and educate young people in the Caribbean.
The Sandals Foundation, in collaboration with AFC Ajax, launched “Future Goals," a programme aimed at turning ocean-sourced fishing nets and recycled plastic waste into football goals for children. This initiative not only addressed increased environmental awareness for plastic pollution, but also provided a platform for youth sports, particularly football, to expand opportunities and create jobs in local communities.
We developed 3 creative routes to demonstrate the depth of the programme and worked with our cross-agency team to bring this to life. Content examples included:
Making Goals – Spotlighting how Ajax FC work with Limpi Recycling, to produce football goals from disposed ocean nets.
Plastic Challenge – A playful idea that demonstrated the importance of recycling by encouraging children to make something creative out of plastic waste.
Future Goals Trophy Tournament – Local schools came together to show what they'd learnt in teamwork, leadership and environmental stewardship through a final football tournament.
Meet the Coaches – Highlighting the coaches dedicated to mentoring Curaçao’s youth, fostering talent and shaping brighter futures.
With the help of AFC Ajax, Sandals has brought football to 40 primary schools in Curaçao, teaching the beauty of the sport along with the discipline and teamwork that comes with it. What started in 2022 as an 8-week programme continues today, with the campaign being rolled out in further Caribbean locations.
On social, the campaign saw great results:
- 0M
video views at a CPV of just $0.02 (benchmark of $0.05)
- 0%
average engagement rate on AJAX content (Meta benchmark of 0.05%)
