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Young ambassadors to combat negative images in charity drive

1 min read Youth Work
The Prince's Trust has recruited 200 young people to spearhead a three-month campaign aimed at addressing negative perceptions of youth.

The "young ambassadors" have all turned their lives around with the charity's help and will play a central role in its Change the Record campaign.

Activities will include media interviews, fundraising events and meetings with politicians. They will also take part in events during the trust's first National Youth Week, which takes place in November and will be the climax of the campaign.

A spokeswoman for The Prince's Trust said: "The young ambassadors will speak at events and meet with young people and MPs. They are important to help us address negative images and offer positive stories."

Addressing negative perceptions in the media is particularly important for the youth charity. According to latest research by the trust, around 60 per cent of coverage of young people in the media is negative, with a strong focus on knife- and gang-related crime. For this research 17 regional and national newspapers were closely analysed for a two-week period in June.

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