Bobby Duffy, MD Ipsos MORI Social Research Institute
and Senior Visiting Fellow King’s College London. presented these slides on the 1st anniversary of the Step Up To Serve #iwill campaign. In November 2013, HRH The Prince of Wales and the UK's three party leaders launched Step Up To Serve and the #iwill campaign. The campaign’s collective goal is to double the number of 10-20 year olds taking part in meaningful social action (such as volunteering, fundraising or campaigning) by 2020. Over 80 organisations from across sectors are already working towards this goal.
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Youth Social Action in the UK - 2014
1. Youth social action in the UK - 2014
A face-to-face survey of 10-20 year olds
November 2014
Bobby Duffy, MD Ipsos MORI Social Research Institute
Senior Visiting Fellow King’s College London
@BobbyIpsosMORI
2. 2
Young people get a bad press…
76% of press coverage of young people is negative
76% figure quoted at Leveson Inquiry
3. 3
Perils of Perception – in Britain we think…
16% of teenagers
give birth each year
31% of young people
are not in employment,
education or training
50% of crime is
committed by young
people
… US think 24%
(actual 3%)
… Italy thinks 51%
(actual 20%)
Actual = 3%
Actual = 13%
Actual = 12%*
*Figures from British Crime Survey, as reported at Leveson Inquiry
Not surprising people have the wrong idea…
4. 4
The reality on helping others: youngest adult group most likely to be active…
Source: Community Life Survey 2013-14
5. 5
have participated in meaningful youth social action in the past 12 months
have participated infrequently
have not participated
24% of 10-20 year olds do social action every month
16% of 10-20 year olds every few months
40%
43%
17%
Still room to improve: how do we increase frequency here…?
And engage this group?
44% say likely to in next year…
Base: 2,038 10-20 year olds in the UK
Source: Ipsos MORI
And many 10-20 year olds are already active…
7. 7
Higher levels of participation among:
•Youngest age group (10-15)
•More affluent families
•Urban areas
•Females
•In formal education
•Those with a religious affiliation
49%
Base: 2,038 10-20 year olds in the UK; 223 in Northern Ireland; 216 in Scotland; 178 in Wales; 1,421 in England
39%
36%
Source: Ipsos MORI
39%
Activity does vary…
…and by other factors
8. 8
What percentage of young people who had participated in social action said that BOTH they AND other people had benefitted?
64% 82%
78% 93%
A
B
C
D
Source: Ipsos MORI
Time to vote…
9. 9
Base: 1,154 UK 10-20 year olds participating in any social action in the past 12 months
SOCIAL ACTION BENEFITTED ME PERSONALLY
SOCIAL ACTION BENEFITTED OTHERS
95%
93%
SOCIAL ACTION BENEFITTED OTHERS AND ME
96%
Source: Ipsos MORI
Double benefits…
10. 10
Time to vote…
What was the top reason why young people participating in social action felt they had benefitted from taking part?
C
Helped a charity or cause they believed in
B
Enjoyed helping other people
A
Had fun
Source: Ipsos MORI
11. 11
Benefits for themselves…
25%
28%
30%
34%
46%
71%
I learnt new skills
I felt I made a difference
I felt better
about myself
I helped a charity/cause
I believed in
I had fun
I enjoyed helping
other people
Base: 723 participants in meaningful social action who felt they had benefitted a lot/a fair amount from their activities
Why participants felt they had benefitted
Source: Ipsos MORI
12. 12
…and the benefits for others
23%
26%
39%
43%
50%
Community/environment
was improved
Other people learnt
new skills
Others' lives improved
Other people had fun
Money was raised
for a good cause
Base: 707 participants in meaningful social action who felt others/ the environment had benefitted a lot/ a fair amount from their activities
Why participants felt others benefitted
Source: Ipsos MORI
13. 13
Overall, how satisfied are you with your life nowadays, where nought is ‘not at all satisfied’ and 10 is ‘completely satisfied’?
8.0
8.6
Non-participants
Participants in meaningful social action
Base: 884 10-20 year olds doing no social action in the past 12 months (except donating money/goods): / 818 10-20 year olds doing meaningful social action in the past 12 months
May not seem a lot but…
Adults with ‘fair’ rather than ‘good’ health = -0.53
Adults divorced compared married/civil partnership = -0.64
Source: Ipsos MORI
Participants seem to be more satisfied with their lives…
15. 15
Publicise the opportunities that are available: non-participants often unaware of opportunities to take part
Establish a culture of participation: most common reason for non-participation was ‘it had never occurred to me’; those who have done social action tend to participate in several forms
Work through social networks: main thing that would encourage (more) social action is ‘if I could do it with family/ friends’
Make sure opportunities are accessible and convenient: Close to home and/or through school
Highlight the benefits of social action: under half of participants perceived that others benefitted ‘a lot’
Opportunity
Motivation
Source: Ipsos MORI
Five key points from the research…