Campaign set up to dispel negative image of young Londoners

The 99 Per Cent campaign aims to dispel negative perceptions of London’s youth, and spread the message that less than one per cent of young people in London are involved in serious youth violence.

The campaign originated in a workshop held for young people by the London Serious Youth Violence Board (LSYVB) in December, in which young people from across the capital voiced concerns over their portrayal in the media.

Their concerns were confirmed by a survey of 1,000 Londoners commissioned by the LSYVB, showing that 45 per cent said that they either did not feel safe or felt slightly unsafe around teenagers on the streets. This is despite statistics from the Metropolitan Police that suggested less than one per cent of people under 20 were actually accused of serious youth violence in 2009.

"We know that youth violence is a major challenge in our city, but we also know that we are not doing enough to promote the 99 per cent who aren’t involved in it," said LSYVB chair Will Tuckley. "Our survey has reminded us of how far off the public’s perceptions are from the reality on the streets of London, and our young people are telling us they want a more accurate picture portrayed."

The campaign will see media messages around London to promote the image of young people. Young people are also encouraged to visit the campaign website for information about positive activities and events in the capital that they can get involved in.