Building a strategy grounded in real insight from young people and youth workers, not assumptions

In 1998, a graphic design Master's dissertation unexpectedly became the foundation for a real digital intervention used with young offenders. This article explores how behavioural design, interactive storytelling and youth-focused communication helped create a tool that engaged young people long before apps existed.

In 2011, Prime Minister David Cameron visited my studio at Leicester’s LCB Depot to meet creative businesses in the Midlands. It was an unexpected moment that highlighted the role creative industries play in social communication, behavioural design, and youth engagement projects.