About Us

Young people aren’t just the leaders of tomorrow. They have the energy, skills and ideas to change society and environment for the better today. We must support and empower them to be active citizens, both now and in the future.

The #iwill campaign wants to make participation in social action the norm for young people under 20. Currently 4 in 10 young people participate in meaningful social action. Those from less affluent communities are much less likely to take part than their wealthier peers.

To achieve this, the #iwill campaign communicates with, connects and challenges organisations across the UK so that they embed support for youth social action into their culture and practice.

Youth Social Action

Youth social action refers to activities that young people do to make a positive difference to others or the environment.

There are lots of ways in which young people can take practical action to make a positive difference. It can take place in a range of contexts and can mean formal or informal activities. These include volunteering, fundraising, campaigning or supporting peers.

Young people don’t have to try and save the world on their own. Taking small positive actions to improve your home, school or local community can all make a big difference.

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#iwill Campaign

All young people should be supported and empowered to be active citizens. That’s why the #iwill campaign, comprised of over 1000 organisations from across the UK, aims to make participation in social action the norm for young people aged 10 to 20.

The #iwill campaign was launched in November 2013 by HRH The Prince of Wales and the leaders of the three main political parties. Its launch followed an independent review into what action different sectors could take to support more young people to participate in social action.

The charity Step Up To Serve coordinates the #iwill campaign. It does so by connecting campaign partners, communicating data and evidence about the benefits of youth social action  and challenging organisations to do more.

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#iwill Fund

The #iwill Fund is an England wide joint investment that brings together £40 million in funding from the Department for Digital, Culture, Media and Sport and The National Lottery Community Fund, creating a central investment pot.

It launched in November 2016 to support the #iwill campaign’s goals in England, aiming to make social action part of life for as many 10 to 20 year-olds as possible.

The #iwill Fund is managed by the National Lottery Community Fund.

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How Does It Work?

The four investment drivers that underpin the #iwill Fund are:

Creating high quality opportunities that connect young people authentically to causes they can address

Engaging the younger age group to build a habit, with a focus on primary school age

A continued focus on reaching young people from less socio-economically affluent communities 

Prioritise sustainable solutions that can be scaled cost effectively by embedding social action opportunities where young people  are and connecting young people to solve key challenges across society

Meet the Team

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