At The Key, we believe that every young person has the potential to succeed - but too many face barriers that limit their opportunities. That’s why we’re proud to launch our new three-year strategy.
Our strategy will focus on expanding access, improving quality, and increasing impact, ensuring that young people, particularly those growing up in poverty and those facing challenging circumstances, have the tools to build bright futures. It puts young people at the heart of everything we do and positions the KEY+ Challenge as the driving force behind lasting, meaningful change.
To make sure our strategy truly reflects what young people in the North East need, we listened closely to those who know them best — young people themselves, facilitators, partners, and experts.
Through focus groups, surveys, consultations, and sector research, we gathered insights from schools, youth organisations, and local authorities. This collaborative approach helped shape a bold and responsive strategy that puts young people at its heart.
A huge thank you to everyone who shared their voices and helped us build a plan that supports young people to unlock their potential.
Our strategy is built around three clear priorities:
1. Reach – Supporting young people who need us most
We’re committed to ensuring that more young people growing up in poverty and facing challenging personal circumstances have access to the KEY+ Challenge and the opportunities it opens. We’ll build, maintain and enhance relevant partnerships while responding to national, regional and local priorities and align our efforts towards supporting young people who need us most.
2. Quality – Creating the best experience for young people
From start to finish, we’re focused on delivering a journey that inspires, empowers, and equips young people with the skills, confidence and resilience to thrive. We’ll establish and embed our quality framework and create opportunities for sharing best practice and elevating ambition while clearly and consistently communicate the value of our role and our offer and tailoring our intervention to meet young people’s specific needs.
3. Impact – Delivering the best outcomes for young people
Everything we do will be guided by the difference it makes. We’ll empower young people to understand and articulate how the essential skills they develop through KEY+ supports their futures, establishing and embedding our evidence-based impact framework and link the direct impact of our intervention to the long-term outcomes for young people.
Together, these priorities will help us to create a future where all young people believe in themselves, unlock their potential, and lead connected and fulfilling lives.
We’re excited about what’s ahead—and we can’t wait to work with our partners, funders, supporters, and, most importantly, young people to make it happen.
In a few words from our CEO, Rebecca Maw: “This strategy is our roadmap for the future - and we want you to be part of it. Together, we can create lasting change for young people in the North East. We invite funders and partners to join us in this mission – whether through investment, collaboration, or advocacy. Get in touch to explore how we can work together.”
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The Key