Richard Branson’s late mother Eve established the Eve Branson Foundation in 2006 after discovering the beautiful Kasbah Tamadot whilst walking in Morocco’s High Atlas Mountains. 

Dedicated to improving the lives of local people, the foundation develops sustainable income-generating opportunities such as artisanal crafts training and initiatives which help to build more resilient communities. The foundation is working to remove barriers to education and participation, improve healthcare and strengthen environmental wellbeing. 

We work closely with the Eve Branson Foundation to understand their priorities at the time of each adventure. Before we set off, we share details of the projects being supported, along with simple fundraising tools and links to make getting involved easy. Where possible on adventure, we also arrange community visits so adventurers can see the impact first-hand and build a deeper connection with the local community and the difference their fundraising makes.

Alongside fundraising, we take part in Pack for a Purpose, with adventurers making a little space in their luggage for much-needed supplies. These items are specifically requested by the foundation and can include children’s educational games, pre-school toys, stationery, arts and crafts materials, toothbrushing kits and Baccalaureate-level textbooks, small things that make a big difference.

Ongoing project: 

Virgin Adventures proudly fundraise for the foundation through our High Atlas Hike and Climb Morocco adventures and in 2026, our adventurers’ fundraising will help to rebuild primary schools in the region damaged by the 2023 earthquake. Following successful construction of Imi Oughlad Primary School, this project will deliver three new school buildings in rural villages with no other funding available, providing safe classrooms, accommodation for teachers, washrooms and essential learning materials. Each school will support over 150 pupils and offer far more than education, bringing hope, stability and a brighter future for local children.

Past Projects: 

Tousna Study Centre:

The Toussna Study Centre is a dedicated facility for pupils in the small town of Asni in the foothills of the High Atlas Mountains. The centre was developed with the support of ‘Climb Morocco’ to provide secondary education students with a quiet place to revise and a space for those who have a long journey to and from school. Following the earthquake in Morocco, the centre was fully restored and has become a learning hub for the community.

Litter project:

Keeping our roadsides clean and safe was becoming a challenge due to infrequent litter collections in the valley. When a group of Adventurers visited the region to raise funds for local projects, they not only planted 30 young fruit saplings in EBF garden nursery, but at the same time, planted the seeds for the launch of a new litter management scheme by donating the funds to establish rubbish collection points throughout the area. Since then, hundreds of litter-pickers from local villages and primary schools join our clean-up crew to make Asni ‘rubbish-free’. In partnership with Kasbah Tamadot, we fund regular litter collection transportation from five villages throughout the year.