The campaign, Urban Action, is being led by national newspaper Metro. The initiative aims to raise funds for both My Generation and Kids Company. The paper will call upon staff, readers and clients to become mentors and volunteers and take part in fundraising activities.
The target for Urban Action is to fund a new Kids Company centre in one of the 33 cities where Metro is distributed, providing practical, emotional and educational support to inner-city children and young adults. It also aims to fund a mini-bus for My Generation, enabling its team to reach out to young people in more communities.
Shaun Bailey, founder of My Generation, said the campaign is primarily about raising awareness among the public about what they can do to help inner-city children and young people. "This is an opportunity to expose our work to everyday readers and show them how they can become involved with us and understand the issues faced by ordinary Londoners," he said.
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