Clubs for Young People changes its name to 'Ambition'

The charity is now called Ambition, a name it says is “more relevant and up to date”, and reflects its aspirations for young people and its members.

The new name coincides with the launch of a three-year strategy to strengthen the quality of youth services across the UK.

The strategy, which covers the period up until 2015, involves four “aims”: supporting the development of membership organisations; improving the quality of youth clubs and projects; being a “strong, focused and effective organisation”; and raising the charity’s profile and income.

Helen Marshall, chief executive of Ambition, said: “Ensuring that we are in the best shape possible going forward has been vital to our thinking about the new brand and three-year strategy.”

“Ambition is our new name but we have been working with young people and youth clubs for nearly 90 years. We are very proud of our heritage, building on this as we move forward with a reinvigorated direction.”

Ambition has also launched a quality standard for youth clubs and youth organisations, called Ambition Quality, which was developed in collaboration with London Youth and merges the two organisations' existing quality standards.

The quality standard is based on measurements of areas including outcomes for young people, safeguarding, support for staff and volunteers, as well as organisational leadership.

The scheme has been developed to help clubs and organisations individually and drive up standards across the sector, helping ensure young people get the best quality support.

It is hoped that the quality mark will help attract funders and commissioners to successful projects.