Building a new paradigm of feminine consciousness in individuals and organisations THROUGH CREATIVITY, INNOVATION AND SOLUTIONS FOR MORE THAN 1 MILLION PEOPLE BY 2030
“We empower humanity, primarily women and girls, to free themselves from within and come together as leaders, to free the world”
“I founded Free Free with the mission to advance women’s physical, emotional and financial freedom, because when women are free from trauma and societal constraints, they become who they truly are. When this happens, women come together as empowered leaders and make the world a better place. Free Free was created in honour of my mother who wasn’t free, and in honour of my daughter who can and is growing up free. I have seen through our work that if women have the right tools, the right methodology, the right community and the right knowledge they can transform anxiety, trauma and pain through creativity into innovative solutions and communities that advance our world.”
Yasmine McDougall Sterea
Founder & CEO of FREE FREE
our vision
We empower humanity and institutions to make change by teaching a new paradigm of consciousness, creativity and innovation. Bridging wellness, community and direct action.
In a world that’s unstable and uncertain, we aim to reclaim and grow feminine perspective, balanced with the masculine, bringing transformational thinking to transform the lives of a million people worldwide by 2030.
Conscious men and empowered women come together to change the world now.
Free Free is an award-winning global eco-system founded in 2018 by ex-Vogue Editor and Harvard Graduate Yasmine McDougall Sterea. Free Free operates through three distinct but interconnected pillars.
Free Free
Enterprise
Free Free partners with global businesses and well-known brands including Unilever, Google, L’Oreal and PepsiCo, to provide services that help companies advance women’s empowerment and build social consciousness.
Free Free
World Club
A global membership-based club driving female empowerment through a variety of tools – coaching, mentorship, professional development, workshops, expert speakers, methodology workshops, experiences.
Free Free
Foundation
A registered non-profit focused on empowering women and girls at a grassroots community level through entrepreneurial and educational projects, and community solutions in vulnerable communities.
Our global impact
At the heart of our work across each pillar is the unique Free Free Methodology. Created by CEO and Founder Yasmine McDougall Sterea, it has been successfully implemented 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 women through its programmes.
Awards from Inspiring Woman UN, Forbes, and Glamour.
WHY FREE FREE?
In today’s world, women still face many systemic barriers to equality and empowerment that require a 360 approach – starting with driving change from within to driving a change in global culture, authority, legislation and community to unite and create a more balanced world. Despite progress, the statistics tell a stark story: in the UK, female business founders still receive just 1% of UK venture capital investment, AI systems reflect predominantly male perspectives, and half of Brazilian mothers lose their jobs within two years of maternity leave.
At Free Free, we believe lasting change requires a creative approach that starts with creativity and art. It also requires a dual approach. Through our Enterprise partnerships, we work with global organisations and businesses to transform policies, culture and challenge unconscious biases. Through our Club and Foundation, we build women’s confidence, self-belief and leadership capabilities from the ground up. This combination of top-down and bottom-up action creates measurable impact – from boardrooms to grassroots communities.
Image: Tracey Emin with the work she donated to Free Free Foundation 2024.
What is the feminine consciousness?
The world today is centralised and linear where power is based on control through money, property and force. The feminine has been perceived as weak and has been silenced. By re-awaking this feminine in all of us, we are more collaborative, more truthful, more intuitive, more creative, more just, more empathetic and have a deeper connection to our higher consciousness and each other. We call this the ‘feminine consciousness’.
It’s not about gender, it’s about consciousness and building solutions that integrate this feminine way of being into daily life, to birth new ideas that are required for this new earth and moment in time. We are changing the definition of power. We believe real power is within ourselves when we discover who we truly are and what our businesses and organisations stand for.
