At Best Buy, we see the potential in all kids. But we also believe we have a unique responsibility -- based on what we do, and what we know -- to empower kids at one of the most critical times of their lives: early adolescence.

While every young teen's transition into adulthood is unique, the transition itself is one that they all must make, regardless of class, color, or country. It's at this stage that our youth are faced with choices and decisions that can have a lasting impact on their lives.   And yet, research shows that financial and creative support for kids at this stage is lower than at any other in a child's life.   Over the past year, we worked with our employees, as well as non-profits, teachers, parents, and kids across the country, to develop a sharpened focus for our corporate philanthropy.

Best Buy believes in the power of teens. That's why we're launching a new, teen-led global social change platform called @15™. Teens are ready to make an impact in their schools and communities, and far beyond. They are also at an exciting transition in their lives, as they contemplate a range of academic and career options. Through @15, we're committed to giving teens a voice for their hopes, concerns and dreams and ensuring opportunities for kids across four dimensions of early adolescence: education, life skills, leadership and relationships.

The @15 mission is an evolution of our established Foundation and corporate giving programs, which have provided more than $175 million over the past decade alone. Our solid, strategic commitment to our customers, our communities and our business helps ensure that we can provide greater opportunities for teens. 

Starting now, Best Buy is providing a forum for teens to share their ideas and opinions through www.at15.com. Quarterly we'll be conducting an @15 IMO (In My Opinion) survey to learn what issues matter most to teens, including how they feel about their future and how they see themselves leading social change. The first survey in September 2008, "Citizen Teen," focused on the 2008 elections.

Spread the word. Tell teens to check out at15.com and stay tuned to see what happens next. 

Learn more about @15 today.