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.

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…

6. 6
74%...
Source: Community Life Survey 2013-14

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…

14. 14
Systematically understand behaviour – COM-B helps…
CAPABILITY
MOTIVATION
OPPORTUNITY
BEHAVIOUR

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…

16. bobby.duffy@ipsos.com
@BobbyIpsosMORI