Red Bull's mission is to give wings to people and ideas.

What can be our initiative (with a tangible, measurable impact) to improve the world that represents our principles as a brand? Explain how Red Bull can credibly engage with a social issue that both fits with our brand DNA  and is meaningful for you. Your idea should have relevance in the US (please see Considerations section below).

In proposing your idea(s) for a new initiative, please answer the following: 

1. What issue would you address, and how? 
   
   1. Who would be involved?
   2. What resources would it require?
   3. How long would it take?
   4. Please remember to define and measure impact when articulating your plan.
2. How does your issue tie in with Red Bull's mission to "Give Wings to People and Ideas"?
3. How or why would Red Bull be credible in tackling this initiative?
4. Why is this initiative meaningful to you?
5. Why will this mission and its tie-in to our products be well-received by Gen Z and Millennial consumers?  
6. How does your action plan give visibility to the Red Bull brand and demonstrate its principles while appealing to Gen Z and Millennials?

Considerations:

• It's OK if your idea only impacts a specific community of people, whether it be related to sports, music, art, culture, etc. 
• Ideas which have a global scale are permissible, but please avoid ideas which only impact countries overseas (i.e. ideas should have relevance in the US)