3 months ago 20th Aug 14:00
Britain's Prince Charles' charity wants major London businesses to donate £1 million a week to transform the way teenagers are perceived.
The Prince's Trust is launching a campaign in the autumn and are looking for businesses to sponsor the initiative, which will begin with a ‘Youth Week' in November, aimed at transforming the way young people are portrayed amid fears negative publicity is fuelling crime among teenagers.
Prince's Trust spokesman Paul Brown said: "If we keep telling young people that they are layabouts, losers and junkies, there is a real danger that they will believe they can't do anything different.
"Our new campaign highlights the positive contribution young people make to their communities, changing the public's negative perceptions of all young people."
If we keep telling young people that they are layabouts, losers and junkies, there is a real danger that they will believe they can't do anything different.
He said the huge sum is needed to fund the trust to help young people develop skills they will need in the work place and to fund community projects such as basketball coaching, in order to prevent teenagers drifting into gangs.
Paul added: "We offer positive activities for young people as an alternative to gangs and crime. The Prince's Trust is part of the solution and always has been."
As part of the initiative, YouTube will host a site promoting the positive side of youth. Famous names including footballer Rio Ferdinand and singer Estelle will feature in the campaign, talking about their own teenage experiences.
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