August 2008
The Trust will launch Youth Week this autumn to tackle the negative perceptions of young people. The campaign will challenge views about young people by highlighting the positive contributions they make to their communities. It will also encourage young people to seek help from organisations like The Prince’s Trust.

The week-long national campaign, taking place in November, follows the concern around teenage knife and gang crime. It also coincides with a report by The Trust that reveals 60 per cent of press coverage on young people is negative. The Trust will run Youth Week in parallel with other initiatives such as BBC Radio 1 and 1Xtra's Careers week.

The Trust will also launch an initiative called “Youth Week on YouTube” on our branded YouTube channel. The Channel will run positive clips of young people throughout the week.

Ministerial support
Minister for Children and Young People Beverley Hughes said: “I am delighted that The Prince’s Trust is working to dispel the negative image of young people that is often portrayed in the media. We know that the overwhelming majority of our young people are doing great things not only for themselves, but for their families and in their communities. It is time that we celebrate, applaud and acknowledge this contribution.”

Prince’s Trust Young Ambassadors who have graduated from Trust programmes will kick-start the campaign with their stories. They will volunteer their time to go out and speak to local communities and take part in debates with local MPs. Inspiring tales from Trust celebrity supporters, including Annie Lennox, Estelle and Premier League footballers will also feature in the campaign.

“If we keep telling young people that they are layabouts, losers and junkies, there is a real danger that they will believe they can’t do anything different. This campaign gives young people a voice, letting the public know about the positive difference they can and do make to their communities,” says Martina Milburn, chief executive of The Prince's Trust.

The week-long activity is the cornerstone of a three-month drive by the charity to change the public’s perceptions of young people. The dates of Youth Week will be announced shortly.

"While we are encouraging the media and the public to take notice of the positive work of young people, we cannot ignore recent events. Every week it seems that London alone loses another young person to violence.

Many of us strongly believe The Trust has a role to play by helping young people who may be involved or in danger of becoming involved with violence. With your help, our Change the Record campaign gives young people the opportunity to seek help as well as changing public perceptions and proving young people can and do play a positive role in society."

Martina Milburn,
CEO The Prince's Trust