Finding the right words and tone, without sounding patronising or controlling, presents a challenge. And youth workers often find themselves having to tread a fine line between "grown-up" and "teenage" talk.
That is why some youth projects spend weeks agonising over their names, while others simply take a "does what it says on the tin" approach.
Sarah Castell, associate director at Mori Qualitative HotHouse, which has conducted research with young people for organisations including Positive Futures and the Home Office, explains: "Young people nowadays behave more like sophisticated consumers than citizens. Branding is very important and the name of an organisation is part of that marketing mix."
Input from young people
The use of unconventional symbols and text-message language can be positive because it reflects young people's world and, therefore, helps them to identify with a project. "It sends a clear signal that people can talk at their level," adds Castell. "It gives them the impression that the project is not official and that they will not have to prove anything to anybody."
Some youth projects bring young people on board from the outset and give them a chance to have a say not only in the name of a project but also in its logo and design. This can be done through competitions, peer groups, consultation and focus groups.
Sue Mullin, a Kent Children's Fund development worker at Canterbury City Council, which has been responsible for projects such as SK8A, Sessions, Hot Topix and Say What?, believes that input from young people can help a project to succeed. "Often, adult-led projects miss the mark with their target audience," she says. "It is important to get at least a minimum amount of feedback on a name and brand, just in case there is something glaringly obvious you might have missed."
The name RD4Y (Road for You), a peer support scheme for bereaved young people, was chosen after 12 weeks of consultation with young people. Humera Quddoos, an email volunteer co-ordinator for the project, says: "They didn't want anything with the word 'death' in it, so they came up with RD4U, which means whatever they are going through and the idea that the journey through grief is unique to each of them."
Create a badge of pride
By taking part in naming a project, young people develop a sense of ownership, which makes it easier for them to stay with the scheme. "The Sessions group has been working together for a year now and one of its first tasks was to develop an identity," says Mullin. "Since then, the young people have referred to themselves as Sessions. They have had T-shirts printed with their name and logo. They wear them outside of meetings and in the skateparks. It's like a badge of pride."
But she believes the involvement of young people also has its limits.
"Youth workers need to set boundaries as early as possible so young people are aware the name needs to appeal not only to young people but also to funders, parents and other stakeholders. They also need to be aware that the name must always project a positive image."
Sue Thompson, a sexual health outreach worker at Durham & Chester-le-Street Primary Care Trust, points out that a project's name must be relevant to the service on offer. "One of our sexual health clinics is called Upfront, which stands for straight talking, advice and support," she adds.
But the name of a project is not everything. Youth workers agree that it is just as - if not more - important to be consistent and true to the image the project is trying to convey.
"You have to deliver the experience you are promising. Don't fake it," warns Mori's Castell. Quddoos agrees: "There is no point having a trendy web site name if, when young people try it out, they are put off by adult language."
POINTS TO CONSIDER
Do
- Make sure young people are aware of how the name will be used - Explain that offensive or exclusive names - that are specific to a particular group - are unacceptable
- Involve young people as much as is appropriate to the project and as much as they want to be involved
- Check the meaning and pronunciation of words, especially those from different cultures
- Enjoy the process and use it to engage young people
- Show young people the final product
Don't
- Alienate other stakeholders such as the community, funders and parents
- Fake it
- Put your reputation at risk
- Forget why the project has been set up in the first place. Keep sight of the service it will offer
- Expect the name to hold a project together. Make sure the name reflects the ethos of what the organisation is trying to achieve.
