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Project information

99% Campaign

To promote a positive image about young people through real life stories, and dispel negative stereotypes. The campaign is non political and open to anyone who believes in young people and wants to address inequality and promote safety, cohesion and fairness.

April 2010 - April 2016

Charity information: The IARS International Institute

The IARS International Institute logo
  • Need


    As young people and leading by example, we aim to tackle disadvantage and the negative stereotypes of young people. The latter causes isolation and the marginalisation of young people while the former causes inequality and poverty.


    The 99% Campaign originated from the findings of a 2010 survey, which showed that Londoners think that a high percentage of young people commit serious crime, when it is in fact less than 1%. As a reaction, the youth-led 99% Campaign were created. In 2011, the campaign expanded its remit by making its aim to make London more inclusive, fair and responsive to young people’s views and needs. It does this by promoting a positive image of young people to key decision makers.

  • Aims

    Aim 1

    Dispel negative stereotypes about young people.


    » Through the promotion of real life positive stories and leading by example.

    What success will look like

    Success will be a society where young people are given a chance to participate fully and without being judged for their views and lifestyle.

    Aim 2

    Ensure that the youth voice is heard in key decision making bodies.


    » By campaigning and informing politicians, policy makers and opinion formers.

    What success will look like

    Success will be when politicians, policy makers and public services take young people's views when reforming practices, the law and our democratic structures.

    Aim 3

    Inspire other young people and encourage them to take leadership and participate in democracy


    » Through volunteering, publishing on our blog, organising youth-led events and awards and working with media.

    What success will look like

    Success will be a campaign that has grown at a national and international level and through its activity has taken young people out of poverty and into education and employment.

  • Impact


    Our campaign aims to increase awareness about the challenges and realities of many young people. These are often being ignored by key decision makers and the media who tend to promote a distorted image about youth. This creates a frail democracy and the isolation of young people.

    Seeing the media, politicians and decision makers working with us constructively and genuinely will be the first step of our success.


    As volunteers we run the risk of not having enough funds to support core project costs. The campaign is hosted by a small charity which does not have the funds to pay for running expenses. We run the risk of going into debt and failing if donations and sponsorships are not attracted to our cause.


    We are hosted by the charity, IARS, which follows strict regulations and a detailed audit when it comes to income generation. The money received for our company will be recorded as income for the charity which will then follow Charity Commission guidelines for reporting.

  • Budget

    Budget - Project Cost: £10,000

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      Amount Heading Description
      £10,000 Core costs To maintain our blog and pay volunteer expenses
  • Background


    United Kingdom


    The primary beneficiaries are young people especially those who are marginalised and are not given a chance to participate in civic life. Our secondary beneficiaries are all those who we are trying to reach through our awareness raising campaigning activities including the media, decision makers, politicians and the general public.

  • Why Us?

    Why Us?

    The 99% campaign is unique in its structure as it is genuinely youth led. It is run, managed and scrutinised by young people. It sits within IARS which offers only space and the core costs for running our activities. As a youth focused charity, IARS respects the campaign's independence and identity.

    Read more about the Charity running this project.


    Our Young Volunteers

    Our campaign is youth led and is run by volunteers

99% Campaign logo

99% Campaign logo


Will pay for a volunteer placement for a week!

I am pleased that you have challenged the negative perception of young people to better their life chances and also to value them

Baroness Newlove