This season’s Obey Awareness campaign benefits the Adam Yauch Foundation.   The Adam Yauch Foundation was formed in memorial of Adam “MCA” Yauch of The Beastie Boys. It was established by Adam’s friends and family to support the causes he held dear, and to honor his life by endeavoring to help the lives of others. In conjunction with OBEY Awareness, The Adam Yauch Foundation will be raising money for children’s music charities.

Music is such a fundamental part in the development of children. Beyond the fundamentals of language development and motor skills, it also nurtures individuality and creativity that goes well beyond the classroom. It gives kids an understanding of themselves and a means of self-expression.

Music is one of the most powerful creative mediums and I’m always amazed by it’s ability to move your feet, make your arm hairs stand up and activate your brain all at once. The joy, creative problem solving and communication that is possible through music are hard for me to convey verbally but anyone with ears can relate to the theraputic benefits of music for both the creator and listener. Wouldn’t it be great if children had more opportunities to make music? I think so, and I’m honored to support the ethos and creative legacy of the Beastie Boys and Adam Yauch. The sun is shining, let’s roll back the awning! ~Shepard Fairey

The Adam Yauch Foundation is a registered 501(C)(3) charity.

Learn more about the foundation here.   The RIP MCA shirts are part of the OBEY’s Fall 2014 line which is viewable here.

On the anniversary of his passing,  Adam Yauch/MCA was honored with a Brooklyn Heights park dedication.  The site, formerly known as Palmetto Playground is at the corner of Columbia Place and State Street.   Photo by Aaron Marks via Ego Trip.  Saturday, “MCA Day” was held at Littlefield in Brooklyn.

Adam Horovitz/Ad Rock spoke at the dedication:

We’re really sad to hear about the passing of MCA from the Beastie Boys.  Not only was he a musical pioneer, but he exposed so many people to Buddhism and the struggle of the Tibetan people…he’s going to be sincerely missed.