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22nd May 2019 Jemma Green

The Best Place to be Young — a case study

Brand messaging / Young people / Co-creation

What is it about?

In this session, Ben Dickenson will discuss key learnings from the City of Dreams project across Newcastle. The project aims to engage people under 25 with the city’s arts and cultural offers.

Using case studies from the project, Ben will discuss how brand messaging engages differently with young people, as well as sharing insights into building relationships with teenagers and how co-creation with young communities is positively impacting venues around Newcastle.

What will I gain?

— Insights into the City of Dreams project and their approach to engaging young people

— Tips for approaching an engagement strategy for younger audiences

— Advice for creating networks of trust and empowering partners and individuals

Who is it for?

Those working at a strategic or leadership level and are interested in building relationships with young people in their local community.

View more information on AMA conference 2019 and book your place.


Ben Dickenson | Executive Producer | City of Dreams

Ben has been passionate about arts, culture, and social change since a taste of theatre transformed his life as a teenager. Becoming a culture convert he trained at Rose Bruford College, received a Master’s in Film & Television from Westminster University, and studied for a PhD at Goldsmiths College.

His career since has taken in writing for stage and screen, filmmaking, journalism, managing supported housing and youth citizenship programmes, numerous community arts projects, teaching film, and running services for disadvantaged children and young people. He has also written two critically acclaimed books, and produced a popular regional breakfast radio show.

Since 2014 he has developed writing talent and audiences for Alphabetti Theatre, an innovative independent venue in Newcastle. In 2017 he became Executive Producer for City of Dreams leading a 10 year mission for NewcastleGateshead Cultural Venues, making Tyneside “best place to be young” by engaging everyone under 25 in cultural activity.


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