Building a new paradigm of consciousness in individuals and organizations THROUGH CREATIVITY, INNOVATION AND SOLUTIONS FOR MORE THAN 1 MILLION PEOPLE BY 2030
“We empower humanity to free themselves from within and come together as leaders,
to free the world”
I started Free Free seven years ago with the mission of advancing humanity’s true freedom, supporting people in becoming who they truly are. Inspired by my daughter and in honour of my mother, we work through a 3-step process that embeds conscious leadership to develop innovative solutions addressing today’s most urgent challenges: the mental health crisis, climate change, digital literacy, and youth education.
Our approach is holistic, nurturing the emotional, mental, physical, financial, and spiritual wellbeing of each person. Through our work, I have witnessed that when people have the right tools, the right methodology, the right community, and the right knowledge, they can transform trauma and pain into creativity, innovation, and collective solutions that truly advance our world.
Aiyahla,Yasmine McDougall Sterea
Founder & CEO of FREE FREE
our vision
We are moving from a transactional economy to a transformational one. We need new solutions in times of such uncertainty. This means we need more consciousness, creativity, human flourishing, and going back to nature.
our focus areas
1. Mental Health
2. Solutions Against Violence
3. Climate Action
4. Women’s Health
5. Youth Education & Digital Literacy
Our global impact
At the heart of our work across each pillar is the unique Free Free Methodology. Created by CEO and Founder Aiyahla, Yasmine McDougall Sterea, it has been successfully implemented for over seven years in a number of Fortune 500 companies and institutions such as Harvard University and the Department of Justice in Brazil.
$70M worth of impact
Partnerships with over 80 organisations and institutions since launch
Directly impacting over 50,000 people through its programmes.
Awards from Inspiring Woman UN, Forbes, and Glamour.
Free Free is an award-winning global eco-system founded in 2018 by ex-Vogue Editor and Harvard Graduate Aiyahla,Yasmine McDougall Sterea. Free Free operates through three distinct but interconnected pillars.
Free Free
social
Enterprise
Free Free partners with global businesses and well-known brands including Unilever, Google, L’Oreal and PepsiCo, to provide services that help companies build social consciousness through innovative and groundbreaking projects, awareness campaigns, keynotes, consultancy, and lectures.
Free Free
Paradigm
Family
A global inner circle of pioneers devoted to yearly immersive programs that open the path of inner freedom, conscious leadership, and collective creation. Together we journey through profound teachings, artistic experiences, and weekly meditations, transforming our lives while co-creating solutions and impact projects for the world.
Free Free
Foundation
A registered non-profit focused on empowering individuals at a grassroots community level through entrepreneurial and educational projects, and community solutions in vulnerable communities with creativity and mindfulness with collaborations with Harvard University, Cambridge University and the Department of Justice.
WHY FREE FREE?
At the heart of Free Free is a response to the uncertainty of our times. We’re living in a moment of global chaos and transformation that calls for a deeper kind of clarity—one that comes from being whole. To move forward, we must awaken and integrate both the feminine and masculine within us all. The awakened feminine is the feeler: intuitive, heart-centered, collaborative. The awakened masculine is the doer: decisive, action-driven, solution-focused. When we harmonize these forces, regardless of gender, we become more grounded, creative, and clear in how we show up in the world. Free Free exists to support this integration, so we can move beyond separation and into a more conscious, connected, and innovative future. Were consciousness and action happen together.
At Free Free, we believe lasting change begins with creativity. Through our Social Enterprise partnerships, we collaborate with global organisations to transform Culture and People. Through our Paradigm and Foundation, we empower individuals, building confidence, self-belief, and leadership from the inside out. By uniting top-down systems change with bottom-up human transformation, we generate measurable impact. From boardrooms to grassroots communities.
Image: Tracey Emin with the work she donated to Free Free Foundation 2024.
FREE FREE HOUSE
COMING SOON
We are excited to announce a new home for our global leaders.