At Empower, we have always believed that young people need somewhere safe to go, something positive to do, and someone trusted to talk to. That belief is not just a tagline, it is something we see come to life every single day in our Youth Zones. Now, thanks to a powerful new campaign from Youth Alliance Greater Manchester, stories like ours are being shared with the whole region.
We are so proud to share that two of our own, Joe, Head of Youth Work at Empower, and Carter, Youth Work Apprentice, are featured in the brand new “See Youth Work Differently” campaign, launched during the first ever Greater Manchester Youth Work Week, 13th–17th April 2026.
What Is the See Youth Work Differently Campaign?
The “See Youth Work Differently” campaign is a video-led movement by Youth Alliance Greater Manchester, created to change the way people think and talk about youth work. It challenges the misconception that youth work is simply about activities and games, and makes the case, through real stories, real people, and real impact, that youth work is a vital force for change in young people’s lives.
At the heart of the campaign is a hero film produced by Media Cubs, a youth-led video production company, featuring the voices of young people and youth workers from across Greater Manchester. Each story is a powerful reminder that youth work builds relationships, grows confidence, and opens doors that might otherwise stay closed.
Joe and Carter: A Story of Guidance, Growth, and Giving Back
Among the stories featured in the campaign is one very close to our hearts, the journey of Carter, one of Empower’s Youth Work Apprentices, and the role that Joe, our Head of Youth Work, played in shaping that journey.
Carter’s story is the kind that reminds you exactly why this work matters. As a young person, he was attending youth centres, finding community, finding himself. Over time, with Joe’s consistent support, encouragement and belief in his potential, Carter began to see a future for himself not just as someone who benefits from youth work, but as someone who delivers it. Today, he is a Youth Work Apprentice at Empower, helping to support the next generation of young people in Manchester and Salford.
This is what youth work in Greater Manchester looks like. It is not a short-term fix. It is a long-term relationship that changes the entire direction of a young person’s life.
The Launch Event: Anthony Burgess Foundation, 15th April 2026
The campaign was officially launched on Wednesday 15th April at the Anthony Burgess Foundation in Manchester, bringing together youth workers, young people, partner organisations and advocates from across the region.
The evening included a showcase of the campaign videos, including Joe and Carter’s, followed by a panel discussion that tackled the bigger conversation head-on: what youth work really is, why it matters, and how changing the narrative can unlock greater support, funding and recognition for the sector.
Youth Work as a Career: Inspiring the Next Generation
One of the campaign’s most important messages is that youth work is not just something young people receive, it is a meaningful, impactful career path that shapes futures and strengthens communities. Carter’s journey from youth centre attendee to apprentice youth worker is a living example of that.
At Empower, we are committed to growing the next generation of youth workers, and we are proud to be part of a movement that champions this career path across Greater Manchester.
Join the Movement
The “See Youth Work Differently” campaign is an open invitation, to individuals, organisations, funders and communities, to recognise the value of youth work and get behind it.
We are proud to stand alongside Youth Alliance Greater Manchester, Media Cubs, and all the incredible people and organisations featured in this campaign. Together, we are providing a new narrative. One that puts young people first, and tells the truth about the difference youth work makes.