It is aimed at offering positive programmes to young people to divert them away from crime and anti-social behaviour. Move for Life brings together a wide-ranging programme which focuses on providing a support network to young people who may be at risk of getting involved in gangs and crime. It offers opportunities for a ‘way out’ through positive activities which play to young people’s interests
and talents – offering them an alternative future. This is brought together with a strong brand image and message that will appeal to young people, reinforced by a hard-hitting advertising campaign. The Move for Life programme will include:
• A network website to draw communities and young people together and to provide a window on possibilities available to them;
• A hard-hitting advertising campaign using TV, radio and poster messages, which will serve as a wake-up call demonstrating the negative behaviour around knife and gun crime, opening young people’s eyes to the fact that there are many other positive alternatives.
• A bridge between inner-city young people and positive opportunities; doors will be opened in areas not always easily accessible: music; dance and ballet; cricket; tennis and also: drama workshops; apprenticeship and work experience schemes;
• Scholarships, grants and individual tuition to those with high potential and personal initiative;
• Branded merchandise to serve as a reminder and encourage young people to associate with more positive groups and activities. Some of the merchandise will be ‘earned’ by participants;
