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2012 is an exciting year for us. We’re launching plans to reinvigorate our work, making what we do more effective than ever, so we can support even more young people. Firstly, we have a new name – Ambition – and a new brand. We’ve decided to change our name and refresh our brand because we want to make ourselves more relevant and up-to-date.
The world around us is constantly changing, and we need to change with it to make sure we are in the strongest possible position to respond to new opportunities and in the best place to advocate on behalf of our member youth organisations. We want to make sure everyone knows who we are and what we do, and communicate our messages to a wider audience.
Ambition sums up everything we’re about. Our strong new brand and name will show the innovative and diverse nature of our work and that of our membership more clearly. We also have a new three-year strategy, packed with ambitious plans to change more young people’s lives.
After months of consultation with members, staff and partner organisations, we launched our new name, brand and strategy at a reception in London on 3 July. The event was hosted by Paul Elliott (CBE), a former Chelsea footballer who gained so much from his local youth club, the Samuel Montagu Youth Centre, London, as a young man. The evening featured great performances from young people from clubs including Bionic, A Me B (Lancashire Association of Boys & Girls Clubs), Hannah Jowle (Blackpool Boys & Girls Club) and Jermaine Reid (The Salmon Youth Centre, London).