Since 2010, nearly 4 in 10 youth clubs have closed, leaving many young people with nowhere to go and no-one to turn to. Uncommon Creative Studio has created a very different awareness campaign for JD Sports and BBC Children in Need – a dictionary. 

The pocket-sized Youth Club Dictionary includes alternative definitions of words and phrases spoken within youth clubs – highlighting that with each club closed, a vital line of communication between young people and the trusted youth workers who understand them is severed. 

The 26 words and phrases within the pocket dictionary have been extracted from eight different youth club focus groups. Each one is shared alongside emotive anecdotes from the sessions, and true dictionary definitions provided by Oxford University Press. They include: Alright: a means of deflecting attention away from painful feelings. 

The Youth Club Dictionary is built on a survey of 2,000 young people. 78% of the 623 current youth club attendees that took part in the survey are concerned about what would happen to their peers if more youth clubs closed. 72% of current attendees agree that youth workers can talk to them in ways that other adults can’t if they have a problem, highlighting the critical role these individuals often play in young people’s lives. 

The survey, released just ahead of the publishing of the Milburn Review – commissioned to tackle the crisis of opportunity facing young people – also presents mixed views about the support available to 11-16 year olds more broadly. 42% said they believe there’s enough support available to help people like them reach their full potential, while 32% don’t think sufficient support exists.

The project has been backed by MOBO-winning rapper and former youth club member, DC3, who has released a new music video, My Home, directed by Oscar-winning filmmaker, Andrea Arnold, produced by Park Pictures and inspired by the language found within the dictionary. Shot in Downside Fisher Youth Club in Bermondsey, the video reminds what could be lost if these spaces quietly disappear – friendship, connection, purpose and a sense of belonging.

Josh Tenser, ECD at Uncommon, commented, “Not all briefs are created equal, and this really is a special one. A project with national reach that positively impacts the lives of young people in the UK. A chance to work with some of the best emerging and established talent in the business. A true collaboration with both JD Sports and BBC Children in Need. I hope that when people read the dictionary, they hear the voices of the young people that call a youth club their home. These young people are the future, and they deserve a place to go where they’re seen, heard and can flourish.”

Paul Orange, managing director EMEA JD Brand, added,“Youth clubs are where young people feel understood, and the language that comes out of them is proof of that. The Youth Club Dictionary shows what’s at stake when these spaces disappear: it’s not just a building that closes, it’s a trusted place to talk and be heard. Through our partnership with BBC Children in Need, we’re supporting the clubs and youth workers who make that difference every day.”

Claire Hoyle, CEO at BBC Children in Need, commented,“The Youth Club Dictionary shines a light on something we’ve long known to be true, that youth clubs are where young people find connection, belonging and trusted support. Through our funding, we see the difference these spaces make every day, helping young people build confidence, navigate challenges and feel understood.”

The pages of the Youth Club Dictionary have also been immortalised in striking OOH, with the full lexicon of definitions on display in a special 30 panel gallery in Elephant & Castle, South London. Other digital displays of dictionary pages can be found in major UK cities including London, Newcastle, Leeds, Southampton, Brighton and Manchester. 

Credits
Creative: Uncommon Creative Studio
My Home music video production: Park Pictures
My Home Director: Andrea Arnold
Post production: Uncommon Makers
Client: JD Sports & BBC Children in Need