Young artist at work as part of Brian Pollard's 'Colours of the Dart: Castles, Rivers and Clouds' workshop organised by the 'Life into Landscape' project (South Devon AONB). Photo: Kate Mount, South Hams District Council

Young people are the future custodians of our heritage, and therefore it is in the interests of everyone working in the arts and protected landscapes to engage with them. Yet of all the groups regarded as being “hard to reach”, the 11-18 age range often prove the hardest.
This is particularly true in rural areas where, without the facilities to congregate, or public transport to access facilities in the nearest town, they tend to become disenchanted and disengage from community life.
Anyone who has worked with young people will have heard the adage “give them what they want not what you think they need” and will be aware how difficult this can be to put into practice. Yet two rural touring agencies in the south west, working with a range of other partners, have succeeded in doing just that, and examples of their work are illustrated in case studies and thumbnail below.
Young
artist at work as part of Brian Pollard’s ‘Colours of
the Dart: Castles, Rivers and Clouds’ workshop organised by
the ‘Life into Landscape’ project (South Devon AONB).
Photo: Kate Mount, South Hams District Council
The case studies mentioned in this section did not have direct input from a National Park Authority or AONB, but both models could be adapted to promote protected landscape objectives and services, using their distinctive environments and the experience of growing up in a specific locality as the inspiration for music and film making.
It may seem obvious to identify music and film making as media that appeal to young people. Both are relevant to their everyday lives, employing new technology and giving fairly immediate results. Surprisingly many creative programmes run in rural areas still neglect the digital arts, relying instead on more traditional craft and folk-based activities, less likely to appeal to this group.
This suggests that there is a need to develop skills and confidence in delivering digital media programmes. The Blackdown Hills AONB service have developed an innovative programme, offering training and support in digital technologies to artists and local residents (for more details see New Eyes).
For a number of years Artsreach, Dorset’s rural touring agency, ran a programme of holiday arts activities for the 3-11 age group. While these proved popular, the agency became increasingly aware of the gap in provision for 11-18s.
Artsreach identified a range of issues involved in working with young people, including its own inexperience, what followed was an exemplary piece of research and consultation undertaken in three clear stages.
A consultant with specific skills with young people developed a variety of tools, including a web site and text messaging, to engage them in discussion. Artsreach distributed information through a number of channels, including parish magazines, the existing network of Artsreach promoters and, vitally, through links established with the Youth Sector (Dorset Youth Partnership, Dorset Youth and Community Service and Dorchester Youth Extra).
In the second stage in the process Artsreach created a database of artists with specific experience of working with this age group. Again, it drew on the expertise and experience of other organisations, including DepARTure, the countywide arts in education service1.
(1) Every county in the region has an arts in education agency, who provide invaluable assistance in identifying the right artist for the particular setting
The final stage of this process was to run a pilot project. This took place at Charlton Down, a new rural community with no facilities other than a village hall that hosted a youth club session once a fortnight.
20 young people came to a consultation meeting where artists talked about the range of activities that could be made available. This led directly to two workshop weekends in film making and music production, the clear favourites identified by the young people at the consultation meeting.
25 participants produced two films and seven tracks, which were distributed as CDs and shown and performed at a final event for participants, their families and friends.
www.creativelearningagency.org.uk
(Bristol, Bath, B&NES, South Gloc)
www.keap.org.uk (Cornwall)
www.daisi.org.uk (Devon)
www.departure.org.uk (Dorset)
www.gloss-artsineducation.co.uk
(Gloucestershire)
www.spaeda.org.uk (Somerset)
www.wyap.org.uk (Wiltshire)
Beyond the outcomes of the project it is the process here that has worked so well. The acknowledgement up front of the organisation’s inexperience in this area and the need to utilise the expertise of others at every stage is the key to its success. It is a considered and structured approach, one that fully appreciates the time it takes to reach and understand a specific audience before attempting to develop a programme of work to engage.
To reach more young people in the county Artsreach have identified the need for a dedicated post and a range of potential partners/investors. Those partners will benefit enormously from the wealth of experience gained here in engaging with this key age group.
The South Devon AONB service is embedding the arts into projects aimed at promoting the landscape to young people. Life into Landscape targets groups of disadvantaged young people living in Plymouth and Torbay. These projects use the arts as “a bridge” between their urban and rural experience, helping them to appreciate the beauty of the South Devon landscape.
At the other end of the scale, over 2,000 young people between the ages of 9-18, living in West Somerset and Taunton Deane, participated in new music-making experiences through the Breaking the Sound Barrier programme.
Funded by Youth Music and delivered by Take Art and Actiontrack Performance Company, Breaking the Sound Barrier created over 400 different musical opportunities, including workshops, concerts and studio recordings.
The project brought together bedroom guitarists, garage bands and classically trained musicians to compose and perform new music, resulting in many new friendships and collaborations as well as increased skills and confidence.
Alongside this programme of work were six week-long residencies with bands from different cultural traditions, introducing young people to the music of the Punjab, Rajasthan, Zimbabwe, Turkey, Cuba and Algeria. Each residency culminated in a live performance in various school halls attended by a total of 1,300 people.
www.takeart.org
www.actiontrack.org.uk
www.youthmusic.org.uk
Finally the project delivered training, mentoring and professional development opportunities for staff attached to the project.