Focus: Communications - Three minutes with... Chris Greenwood, head of brand marketing, NSPCC

What is the competition you are launching?

The NSPCC has teamed up with Channel 4 to launch a project called Raw Cuts. We will be asking 13 to 18-year-olds to submit their stories on the subject of vulnerability.

About 20 entrants, which can be individuals or groups, will be shortlisted, although there might be more if we get a lot of really good entries.

Everyone who is shortlisted will work with Channel 4, learning how to write scripts and produce films. During their training, four people will be chosen to have their films made. These will be screened on the channel next October.

How did you choose the theme?

We deliberately made it vague. It's easy for adults to say what they think young people are vulnerable to, but the idea of the competition is to get them to speak for themselves and tell us what they really think.

What do you think the entrants will get out of it?

I might be repeating the point, but I think it's really important to emphasise that although adults might try to guess what troubles young people have and attempt to solve their problems, they get sick and tired of us always taking control.

This is an opportunity for them to tell their own stories in their own words. Film-making is very popular among young people, and it's an interesting medium for them to express themselves through. We hope to repeat the competition the following year.

Who are the films aimed at?

Of course, we hope that young people will enjoy watching films that are made by their peers, who understand them the best. But we also hope that adults will watch them and get a better understanding of how young people think. We are also sending out a message to young people that organisations such as the NSPCC and Channel 4 care about their views.

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