The Forever Freedom Movement is a SOULU People Movement created to help children be forever free from places and situations no child should ever endure – including slavery, trafficking, abuse, abandonment, neglect, starvation and other heartbreaking realities.
At the heart of the movement is Button Heart, a symbolic plush bear created to represent both the innocence of childhood and the courage it takes to stand for those who cannot stand for themselves.
The Story of Button Heart
Every Button Heart bear begins life trapped inside a box. When someone rescues a him, they symbolically rescue a child, removing Button Heart from its box and welcoming him into a new forever home. Button Heart – the braveheart of bears, becomes not just a cuddly friend, but a Cause Crusader, a voice for advocacy, storytelling, and support.
The Mission
To unite people from every street, story, and circumstance in a movement that will:
- Raise significant funds for carefully chosen children’s charities
- Empower advocacy by giving people a way to actively share, post, and gift Button Heart
- Spark belonging and purpose, especially for those who long to help but don’t know how
How It Works
People purchase Button Heart and Accessories – not as a donation, but as part of a commerce-driven movement with funds from every sale gifted directly to beneficiary charity partners.
Supporters are encouraged to photograph and share their Button Heart, helping to spread awareness and grow the movement.
There is also an optional monthly Belonging Membership offers real-life savings, rewards, and impact tracking – plus more.
Vision
To see one million Button Heart bears in homes, schools, workplaces, and hearts across the world – each one representing a stand for freedom, each one helping raise significant Funds to Impact social impact.
The UNCONDITIONAL Movement is a collaborative initiative between SOULU and Animal Therapies Ltd, focused on advocating and raising funds for animal-assisted therapies.
This movement unites individuals, practitioners, and brands to increase access to animal-assisted services for people experiencing mental illness, disabilities, or trauma.
Through this initiative, the healing power of animals, such as therapy dogs and equine-assisted therapy, is highlighted, emphasising how these therapeutic relationships can profoundly support human wellness and mental health.
Australia’s rich and vibrant marine ecosystem is a global treasure, yet it faces significant threats from pollution, plastics, and environmental degradation.
To address this urgent crisis, OCEANWATER BUDDIES introduces Jack the Super Prawn, the world’s first pollution-fighting ocean hero. Supported by his team of OCEANWATER BUDDIES, Jack symbolises hope and action in the battle against marine pollution.
This movement unites communities, brands, and advocates in a shared mission to protect marine life and habitats while inspiring individuals to be part of the “Solution to Pollution.”
A SOULU People Movement created in partnership with D3D (Disability Dream & Do), designed to celebrate inclusion through sport, empower people of all abilities, and raise ongoing support for D3D events across the U.S.
In every game, the dugout is where teammates gather. It’s where strategies are formed, encouragement is given, and no one sits alone.
The DUGOUT Movement is a symbolic dugout for life — where every dreamer, player, and advocate belongs.
The Official Cause Collectable of The DUGOUT Movement. Shaggy, loyal, and full of heart, DUG is the kind of teammate everyone wants.
He doesn’t just chase baseballs — he chases purpose and always brings belonging back.
With his soft fur, soulful eyes, and blue varsity jacket, DUG the Dog reminds us that: “You don’t have to be the star of the game to change it.”
What if there was a way to ignite a passionate People Movement — one that stretches far beyond the ballpark, empowers everyday people to advocate, generates sustainable funding from an entirely new pool of supporters, and delivers real, lasting impact for D3D — all with no financial risk, minimal time commitment, and a cost that’s affordable and scalable?
That’s the power of The DUGOUT Movement — where every player matters, and every dream has a place to belong.