The research showed that almost three out of four stories about young people are negative, and that only eight per cent of stories about young people actually carry quotes from young people - at best lazy journalism, at worst blind prejudice.
Positive Images attempted to change these perceptions and raise the subject in print and broadcast media, with the aim of producing a more positive approach to youth issues and young people. It gained significant support from all sides of the political divide, and an early day motion supporting the campaign laid down by Hilton Dawson was signed by 100 of his fellow MPs. The campaign also constructed a Positive Images code of practice, a set of guidelines promoting a consistent and significant change of attitudes to young people.
Possibly most significantly, the campaign also attracted a large number of entries to the Positive Images Awards, which rewarded media outlets, youth groups, young people and local councils for positive coverage of young people and effective lobbying about youth issues. The winners show that a proactive approach can encourage media outlets to paint a more balanced picture of young people in Britain today (see p16).
The announcement of the Positive Image Awards winners marks the end of the formal part of the campaign. But we will continue to expose the inadequacies of media coverage of young people and the impact this has on their day-to-day lives. We will also continue to highlight proactive work that attempts to balance the prevailing image of young people in newspapers, on radio and television - both nationally and regionally. Positive Images Awards will be handed out annually from now on.
The campaign has shown that there is a will to change, at least within certain parts of the media. It also proves that by adopting a positive and proactive approach, youth groups and young people can play a key part in building on these changes. The Positive Images Awards are just the first step of an ongoing journey to change perceptions.
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