At the heart of everything we do at the Cooke E-Learning Foundation (E2) are the incredible young people who step up to lead, inspire, and create change in their community. Our Youth Ambassadors are a shining example of this leadership in action.

These passionate, creative, and socially-minded young people take on real responsibilities – from shaping projects and leading workshops to representing youth voices in local campaigns. They bring energy, insight, and a powerful sense of purpose to every initiative they’re part of.

The Positive Media Campaign was one of their most exciting projects yet. Designed and delivered entirely by our Youth Ambassadors, the campaign shows just how impactful young people can be when they’re given the tools and trust to lead.

This campaign didn’t just spread a positive message – it was the message: young people have the power to shape their world for the better.

As part of the Beaumont Leys Catalyst Project, we recently delivered an inspiring initiative led entirely by young people – the Positive Media Campaign.

Created and delivered by our incredible Youth Ambassadors at the Cooke E-Learning Foundation (E2), this campaign aimed to challenge negativity, spread hope, and shine a light on the power and potential of young people in our community.

Thanks to a £17,000 underspend from the Youth Investment Fund, we were able to run a powerful 8-week creative programme. Throughout the project, young people took part in workshops that encouraged them to reflect on the challenges they face and develop uplifting messages for their peers.

After weeks of creativity and collaboration, a youth panel selected the final campaign message – a powerful statement written by Keyisha Mwella, age 14:

“In the heart of every young person lies the potential for greatness.”

This message was then transformed into a professionally designed digital artwork, now proudly displayed on local buses across Leicester (running until July 2025), bringing positivity into daily commutes and public spaces.

More than just a slogan, this campaign is a celebration of youth voice, self-esteem, and the belief that young people are not just the future – they’re a vital part of the present.

The Positive Media Campaign is a shining example of what happens when we invest in our young people and trust them to lead.