Research and analysis

Positive activities: qualitative research

This piece of research was commissioned to build on existing understanding of the motivators and barriers to young people participating in positive activities.

Documents

Positive activities: qualitative research with young people

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Positive activities: qualitative research with parents

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Detail

Aiming High, the Government’s Ten Year Youth Strategy, seeks to help all young people, but particularly those from poorer areas, to take part in enjoyable and purposeful activities in their free time which can help them develop new skills and raise their aspirations. A key aim is to drive up participation by young people in positive activities, with marketing communications likely to form part of the strategy towards achieving this.

This project looked to build on existing understanding of the motivators and barriers to young people participating in positive activities and to provide more detailed findings on which channels and specific messages are most effective in driving demand.

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