Youth Stereotypes

A study by UpStart (formerly The Calgary Children’s Initiative) shows that local media portrayals of youth usually centre on crime and violence. The impacts of these unbalanced portrayals of youth are serious and far-reaching. Negative stereotypes in the media have been shown to perpetuate negative self-image in youth, which can lead to marginalization, victimization and unhealthy high-risk behavior.

In response to this research, with funding from the National Crime Prevention Strategy, Alberta Health Services (formerly the Calgary Health Region), and their partners who form the Social Imaging Action Group (Alberta Health Services, The City of Calgary, Calgary Counselling Centre, Distress Centre, Calgary Urban Vibe, LINKages, Alberta Mentor Foundation for Youth, Boys and Girls Clubs of Calgary and AADAC) embarked on the TRUE YOUth Campaign.

While the Social Imaging Action Group has managed this campaign, the campaign was driven by a group of young Calgarians, ages 12-24, who formed the Youth Media Advisory Group (YMAG). The work over the last few years has focused on the following:

The Media Round Table event – members of the media and Council of Champions attended an event hosted by YMAG. Media representatives sat down with youth to discuss the way young people are portrayed in the media, and to give feedback on draft Youth Media Guidelines.
Presentations – YMAG presented to adults of influence and youth on the TRUE YOUth campaign.
“I just want to say something” contest – Youth were challenged to create Public Service Announcements (PSAs) that represent positive imaging of youth.
Professional development of the winning PSA – the youth who produced the winning PSA entry worked with Focus Consulting & Media Productions to professionally produce her PSA.
Launch of the winning PSA – November 2^nd at Scotiabank Theatre Chinook (formerly Paramount).
Website and database – A media database is available online at the Calgary Urban Vibe website www.calgaryurbanvibe.ca. Youth are encouraged to contact media with their stories, ideas and events.

Whether we realize it or not, the media play a vital role in influencing how we perceive the world around us. Through a powerful mix of words and images they can influence popular opinion, help to shape our values, and inspire people to take action.

The TRUE Youth Campaign has developed strategies that will encourage youth to work together with the media and adults to increase positive social imaging of youth in our community.

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