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."
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