Editorial: Positive Images campaign targets the media

These are two striking findings from Mori research to support this week's launch of Young People Now's Positive Images campaign, which is lobbying for a more balanced coverage of young people and youth issues in the media (see p16).

In her message of support for the Positive Images campaign, youth minister Margaret Hodge said the image of young people demonstrated by media coverage such as the News Shopper's Shop-a-Yob Bingo (YPN, 9 June, p3) leads to stark stereotyping similar to that endured by the much maligned mother-in-law. By instigating the Positive Images campaign, Young People Now aims to change these perceptions and encourage the media to sign up to a code of practice for the coverage of youth issues.

There are some signs of a more balanced approach, such as The Mirror's recent campaign on bullying, which was responsible and sensitively handled.

David Seymour, group political editor at the Mirror Group, supports our Positive Images campaign (see p2). But he also knows what sells newspapers and that, for many readers, stereotypical images of young people hit the right note. For every Mirror anti-bullying campaign, there are many more like News Shopper's Shop-a-Yob initiative.

It will be a battle to win over the media and this must include proactive efforts by youth groups and young people, just as pensioners groups lobbied for changes in perceptions of old people.

Some say young people shouldn't have to be proactive, that the media should automatically be balanced. Unfortunately, that's not the way it works. And little is achieved by waiting for wrongs to be righted naturally.

In next week's issue we will publish a how-to guide to getting positive coverage, especially in local media. The best resulting efforts will be eligible for Positive Images Awards, which will reward the best coverage received by youth groups and young people - as well as giving due credit to youth-friendly media outlets, journalists and local councils.

These awards and the code of practice can go some way towards balancing the image of young people in the media. To comment on the Positive Images campaign, or send messages of support, please contact me on steve.barrett@haynet.com.