Independent and State working together on social enterprise projects.


As they faced their final year at school, 120 of the brightest Year 12 students from the independent and state sector in Croydon created advertising businesses to respond to socially based business problems set by third sector businesses, in ‘Classroom to Boardroom’.


The aim was to develop in a very real way enterprise and leadership skills. These young people are the leaders of tomorrow and it is increasingly important that they have a balanced view of their responsibilities, including social responsibility. The project was hosted by Trinity School in July 2008, and the teams were positioned as advertising / PR businesses in the Social Enterprise Sector.


EiA mobilised a strong group of third sector organisations to set business challenges. Four were charities, three mainstream, plus Windsor Leadership Trust, probably the most influential developer of strategic leadership in the UK. The fifth participating organisation was deliberately chosen from local government in Croydon, proposed by Jon Rouse the Chief Executive, who is driving strategic change in Croydon.


The Executives involved were at Director or CEO level, and all challenges were real problems seeking real solutions. To support them in these Master Classes in PR, Trevor Morris, Ex Chief Executive Chime Communications (worked closely with Tim Bell) and Penny McDonald, Managing Director Outside Organisation (media PR firm, Paul McCartney, the Beckhams, Prince, a super model from Streatham).


Body and Soul Charity challenged students to develop and formalise a proposal for the establishment of the UK’s first online support, information and awareness raising of HIV by young people, for young people aged 13 – 19 years, including pitching the project to potential funders.


Croydon Council Transformation Directorate challenged students to design and plan a series of events for young people to enable them to contribute their views, ideas and aspirations into the development of a 30 year vision.


Croydon Teenage Cancer Trust challenged students to design a pilot for a Direct Marketing plan for TCT using new media eg. web, email, text and targeting the North West as a specific ‘test’ area


Whizz-Kidz (a charity that is all about giving disabled children the chance to lead a more independent life) Challenged students to devise a marketing campaign to engage young people in volunteering for Whizz-Kidz whilst presenting our cause in an appealing and innovative way, which highlights the essence of what we do.


Windsor Leadership Trust challenged students to develop the concept for a Youth leadership programme (training course) to add to the Windsor Leadership Trust’s existing portfolio.


The schools involved were Trinity School, Croydon High and Bromley High (both GDST schools), all independent, and state schools, Archbishop Tenison, Coloma Convent School for Girls, Harris Academies at Crystal Palace and South Norwood, and Croydon College.


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