Reeve Rocks Aims at Young Philanthropy

Reeve Rocks Aims at Young Philanthropy
Sam Biddle
  • 23 july 2009

The Christopher and Dana Reeve Foundation, at the forefront of philanthropy toward the benefit of spinal injury research, is facing an image problem, as their namesake founders no longer carry the same cultural currency with an increasingly younger crowd interested in good causes.

To combat the threat, though still on the horizon, of diminished generational relevance for an affliction that pays no attention to generational boundaries, the Reeve Foundation is aiming to convert itself from a face to a mission; the cause itself must take precedence over the famous name attached to it. Hoping to boost awareness accordingly, the foundation is preparing the ‘Reeve Rocks‘ concert, an event organizer Torsten Gross, (who is producing the performance in conjunction with the Reeves’ son Matthew) describes as “a true concert for the concert’s sake.” Their hope is that by allowing a younger, concerned audience to make a difference with a worthy cause at a low price point (the cost of a single ticket), Reeve Rocks will leave concertgoers both entertained and empowered.

The event will take place next week, on July 28th at Le Poisson Rouge in New York, featuring the Jamie McLean Band, Edison, and Jesse Ruben.


Crash-Friendly Drone Made From LEGOs Is Completely Rebuildable

Culture Today

Messaging Add-On Helps You Correct Your Friends’ Bad Grammar

An iMessage sticker pack will help you copyedit text messages

Automotive Today

Mercedes-Benz Introduces A New Electric Mobility Brand

The separate entity aims to simplify the identification of Mercedes EV products to customers


Get PSFK's Related Report: Design Debrief: Modern Desk

See All
Mobile Today

Tinder’s New Feature Makes Swiping A Group Effort

The dating app wants to democratize its gestural interaction by buying in to the social polling trend pervasive among millennials

Syndicated Today

Autonomous Garbage Drone Prevents Trash From Reaching Deep Ocean

The solar-powered WasteShark collects refuse closer to the source: the harbor

Automotive Today

Aston Martin Reveals Its Own Luxury Powerboat

The sleek AM37 echoes styling elements from the British brand's sports cars

Advertising Today

An Escort Website Fights Violence Against Sex Workers

The advocacy campaign from McCann aims uncover the human toll of the exploitative industry


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed Yesterday

Digital Design Expert: Mobile First Is Dead, Think Mobile Native

Brian Cooper, chief creative officer of OLIVER Group UK, explains how some brands are still playing catch-up to new technology

PSFK Labs Yesterday

The 10 Steps To Discover, Hire, Develop Your Next Leader

PSFK's Future of Work report outlines key steps in the employee development path to empower next-gen leaders

Culture Today

LIFE Magazine Relaunches In Pure VR

The general interest periodical, which ceased publication in 2000, has turned into a portal for virtual reality content

Mobile Today

Reorder This Detox Drink With A Simple Text Message

Dirty Lemon is streamlining its communication by letting customers place orders, ask product questions and request help exclusively through chat

Op-Ed Today

The Future Of The American Workforce Requires Unbundling College Education

President of JetBlue Technology Ventures: developing corporate education programs for non-traditional students

Retail Today

Gilt’s Pop-Up House Is The Kind Of Store You’ll Want To Live In

The New York City townhouse plays host to the latest in retail inspiration, curation, and lifestyle activation (and some libations, too)


Future Of Work
Cultivating The Next Generation Of Leaders

Mobile Today

Registering To Vote Is Now Just A Text Away

A new bot aims to mobilize underrepresented groups this election season through SMS and Facebook Messenger

Africa Today

Virtual Reality Game Gives Lessons About Emergency Birth Care

LIFE is a serious tool that takes advantage of new technology to help save lives

Luxury Today

Shoe Repair Has Moved Onto Your Phone

Cobbler Concierge is an on-demand service to get your footwear fixed online

No search results found.