WHO WE ARE

Play it Forward is a sports for development organisation that engages disadvantaged youth to bring about positive social change in Zambia. We use football as a hook to improve health, educational and employment outcomes for young people in the Southern Province.

In both urban and rural areas where we operate, young people, especially girls, face a myriad of challenges. High rates of unemployment and poverty place them at significant risk of exploitation, HIV infection, drug and alcohol addiction, and involvement in criminal activities.

Since our inception in 2017, Play it Forward has been dedicated to tackling these issues making a positive impact on Zambian communities. We work to reduce poverty and improve livelihoods through sustainable projects that are owned and driven by the very people we serve.

“I have witnessed the unique power of football to break down gender stereotypes and help deliver sexual health programmes; the difference that daily nutrition and mentoring can have on the prospects of a child. ”

Oliver Brendon, Chairman

OUR JOURNEY

2009

Where it all began

When Oliver Brendon first visited Zambia in 2009, he was staggered by the number of orphans living in abject poverty without basic needs such as access to clean water, toilets or an education. He made a promise to Presley, the volunteer headteacher at Mukuni village, that he would come back to help them build a school.

2017

Birth of the ATD Foundation

Upon his return to the UK, he supported projects in Zambia through his company ATD Travel Services, working with local football club Young Boys (later named the Livingstone Youth Academy) after witnessing firsthand football’s ability to change lives. The ATD Foundation was then established in 2017.

2018

Charity Registration

The ATD Foundation was officially registered with the Charity Commission of England and Wales in 2018. The organisation provided grants to small local NGO’s focusing on improving school learning environments, and engaged in a long-term partnership with the Livingstone Youth Football Academy (formerly Young Boys).

2020

A change in direction

In 2020, the ATD Foundation merged with Livingstone Youth Football Academy to form Play it Forward, a charity and football club committed to empowering Zambian youth. The organisation continues to run its community projects alongside a youth football club and senior boys and girls teams competing in the Zambian professional leagues.

2023

Common Goal membership

Play it Forward was accepted as a network member in the global Common Goal community, helping to inspire everyone in football to collaborate towards an equal and sustainable future for all.

2024

Building a new home

With Play it Forward’s programming expanding its reach, the organisation now needs a new home. A site has been acquired in Nakithindi on the outskirts of Livingstone where construction of a new sports and educational facility is due to begin in the coming months. This move will enable even more young people to learn, train and fulfil their potentials.

A photograph of a group of Zambian boys running.

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