ANNUAL REPORT 2010-2011 2010-11 was the third fully operational year for the Catch 22 Academy with 13 media partners and three cohorts of fifteen trainees. This report breaks down the year and contextualises how the academy has grown over the last three years.
WELCOME At Catch 22 we believe in being the change we want to see in society. And in such a bleak economic climate, this has meant rolling up our sleeves and overachieving beyond our resources. Although challenging, it has also been a year where we have been able to raise our brand profile. Thanks to the support of Bauer Media, The Metro and The Evening Standard we’ve made a start on removing the tag of being the industry’s ‘best kept secret’. This academy year has seen a full quota of 45 trainees secure a place on our Introduction to Multimedia Journalism programme, with 37 of them completing the course. The social profile of our beneficiaries is crucial to our mission, of equal importance are: talent, the right attitude and a determination to excel against the odds. As you’ll see in more detail later on in our report we have empowered beneficiaries to reject associated stereotypes and instead fulfill their potential. This third year of our academy programme has started to reveal the crops of a concept that was initially sown in 2007. Increasing diversity is perceived by some as a nice and ethical thing to do. We have proved that not only is it the correct way to move forward but it also provides real added value that can produce innovation, increased audiences and an improved brand perception. What initially began as a print journalism entity has now evolved into a boutique hub, producing a conveyor belt of quality diverse multimedia communicators with transferable skills. We are proud to work in partnership with the creative industries and are the only outfit of our type that has a curriculum constantly updated to reflect the industry’s needs of today and tomorrow. In three years we have proven that talent can be found in unlikely environments. Of the 127 trainees that signed up, 96 completed the course and of those that completed the programme 50% have moved onto employment in the industry or into media related higher education. This is a fantastic feat for a small social enterprise based in the heart of Tottenham… a stone’s throw away from where the national riots in August 2011 sparked off. At a time when it is more expensive than ever to get a university education and youth unemployment rates are at a record high, Catch 22 is enabling diverse talent to achieve and bring something new to a rapidly changing industry.
Tokunbo Ajasa-Oluwa Managing Director 02
Catch 22 Academy Annual report 2010-2011
Q&A Why is Catch 22 a social enterprise? A social enterprise is a business that works towards making a positive social and/or environmental change. We specifically work towards improving the lives of beneficiaries that require our support because they face economic hardship or social and educational barriers to success. As well as making a social change we work towards being self-sustainable via the services that we provide to our stakeholders. What is the objective of Catch 22 and why is it needed? We aim to transform disillusioned and frustrated young talent into budding media professionals. The cost of journalism courses recognised within the industry are expensive. Our trainees identify finance as being one of their top three barriers into the industry and cannot afford such classic pathways. Our academy is a cost effective alternative for young adults from diverse and working class backgrounds. The academy tackles the status quo and proves that with the right nurturing undiscovered talent from unlikely backgrounds can become valuable assets to the industry.
Individuals complete an initial application form, after which a shortlist of candidates is means tested, interviewed and skills assessed to secure a place on the academy programme. When recruiting our last cohort trainees we received 100 applications for only 15 places. How can I get involved with or support Catch 22? Injecting the creative industries with fresh diverse employment-ready talent is no easy feat and we always welcome support. There are a number of ways you can get involved, particularly if you work in the creative industries: • You could become a mentor • Introduce the company you work for to the idea of becoming one of our partners • Be a guest speaker at one of our masterclass workshops • Make a donation which could be time, equipment or monetary • Help us to increase our brand profile by spreading the word about what we do either via media coverage or social media channels
What makes Catch 22 unique? As well as nurturing undiscovered talent we provide them with paid placements based at some of the most recognized media companies in the UK and a portfolio of published work. In addition our trainees receive assistance in finding full-time employment within the industry via our diversity recruitment service called LaunchPad. Catch 22 tackles the lack of social mobility found in the creative industries in a pragmatic manner and has been doing so even before apprenticeships and unpaid internships became hot topics on the public agenda. How is the Catch 22 Academy curriculum constructed and is the process accredited? The Catch 22 philosophy is to learn by doing. On a daily basis our trainees are given assignments and work towards tight deadlines reflecting the reality of the industry they aspire to work within. All of our facilitators are experienced practitioners currently working within the creative industries. Our academy programme is not accredited as yet, however it is endorsed by the media industry and we consult our media partners on a regular basis to make sure our curriculum content and delivery is up to date and relevant. How does Catch 22 recruit its beneficiaries? Word of mouth and social media are prime recruitment avenues, we also advertise via youth media channels and we work in partnership with similar youth organizations. Catch 22 Academy Annual report 2010-2011
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SUCCESSES EMPLOYMENT AND EDUCATION IN THE MEDIA trainees from this year are now working in the industry or have moved onto higher education
ENTREPRENEURSHIP trainees have started their own enterprises
BYLINES
• ‘Shine Aloud’ Magazine Rianna Raymond-Williams • ‘In-Sight’ Magazine Tanya Bay • ‘Capsule’ Magazine Sonita Dowd • ‘Fresh Flipbook’ Magazine Vanessa Onalo & Adenike Adeniji-Forrest • The Love Smart Foundation Jade Gerald
articles written by trainees were published this year
PLACEMENTS placements were completed by trainees at a number of brands this year includding:
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Catch 22 Academy Annual report 2010-2011
• BA High Life • British Journal of Photography • Closer • Company • Cosmopolitan • Creative Review • Daily Mirror • Esquire • Evening Standard • FHM • Getty Images • Handbag.com • Men’s Health • Metro • Mother and Baby • Mojo • More
• Q Magazine • Reveal • Surrey Herald • Think • Top Sante • WGSN • Zest • Zoo
Catch 22 Academy Annual report 2010-2011
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ACADEMY FEEDBACK We are constantly evaluating our provision and the experience of both our trainees and our media partners. We have selected some of the opinions expressed over the current year 2010-11 below:
IN 2010-11 PARTNERS SAID
IN 2010-11 TRAINEE EVALUATIONS SHOWED
“A super-bright intern... Everyone here at MOJO was very impressed with her confident attitude to completing the tasks we gave her.”
97% of candidates said that their journalistic skills had improved as a result of being on the course
94% of candidates said that they would actively seek to fulfil a career in journalism after the course
97% of candidates would recommend the course to other people interested in multimedia journalism
86% of candidates voted on a scale of 1-10, 7 or above to the question, “How would you rate the impact of the course on your personal growth.”
IN 2010-11 TRAINEES SAID “A once in a lifetime journey into journalism”
Female, 25
“It opened a whole new range of opportunities for me” Female, 22
Ros Bennett MOJO Online Assistant Editor
“The Catch 22 candidates we have had at Metro have added real value to the work we do and have always been talented, likeable and extremely keen to develop as online journalists.” Martin Ashplant Website Head of Content, Metro
“We really enjoyed having Sarah work with us. Her talent, enthusiasm and drive have made her an absolute asset and it’s hard to believe she has only been with us a few months.” Kylie Taylor Corporate Communications, Getty Images
“I now have the drive and confidence to go out there and achieve my ambitions” Female, 22 “Definitely challenging, but worthwhile. I’ve learnt more at Catch 22 than at my second year of uni” Female, 21 “I never expected to feel so ready to start a career as a writer so soon” Male, 30 “Friendly, approachable, knowledgeable tutors provided an amazing course. So grateful for the opportunity” Male, 30 “I think the tutors were great; friendly yet professional, informed yet inventive” Female, 23 “At the end of the course I feel that I can now write with structure and target specific audiences with clarity and relevance” Female, 23 06
Catch 22 Academy Annual report 2010-2011
“Helpful and bright with heaps of enthusiasm and a can-do attitude, Lauren was a huge asset to the team. Catch 22 have been a pleasure to deal with and we look forward to working with them again in the near future.” Melissa Pender HR Manager, Cedar Communications
“The Daily Mirror in close partnership with Catch 22 nurtures aspiring journalists providing them with valuable training and work experience. The course consistently provides talented people from all manner of backgrounds with passion and flair for the industry.” Christopher Bucktin Head of Content, The Daily Mirror Catch 22 Academy Annual report 2010-2011
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ACADEMY STATISTICS In this report, statistics cover the current year 2010-11 and, for the first time, the three year trends in the following areas: Progression Routes, Retention, Gender, Age Ethnicity, Educational background, Cohort marks, Number of Placements
EMPLOYMENT AND EDUCATION In three years the percentage of those that successfully completed the academy programme and went on to secure employment in the industry or media related higher education has increased by 40%
GENDER Although organic, the majority of our trainees are female. This is positive considering in a typical month, 78% of newspaper articles are written by men, 72% of Question Time contributors are men and 84% of reporters and guests on Radio 4’s Today show are men
60% Employment and Education
50% Employment and Education
26% Incomplete
36% Incomplete
82% Completed
74% Completed
64% Completed
2010-11 2009-10 2008-09 36% Male
26% Male
74% Female
EDUCATIONAL BACKGROUND
COHORT MARKS
38% 25+
62% 18-24
2008-09 45% Black 34% White 7% Asian 7% Mixed Race 7% Other
2010-11 2009-10 2008-09 29%No Degree
71%* Degree
48% No Degree 52% Degree
60% No Degree 40% Degree
* Reflective of the current employment market and the majority of the graduates are the first in their family to go to university
2010-11
2009-10 9% Distinction 56% Merit 35% Pass 0% Fail
35% Male
0% Distinction 81% Merit 16% Pass 3% Fail
65% Female
2010-11 2009-10 2008-09
87% 18-24 Catch 22 Academy Annual report 2010-2011
52% Black 38% White 5% Asian 5% Mixed Race
20% Employment and Education
18% Incomplete
13% 25+
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2009-10
49% Black 31% White 15% Asian 5% Mixed Race
64% Female
TRAINEE AGE RANGE
2010-11
2010-11 2009-10 2008-09
COHORT RETENTION RATE 2010-11 2009-10 2008-09 Our retention rate has improved year on year and by 18% from year one to year three of the academy
ETHNICITY
2008-09 4% Distinction 46% Merit 25% Pass 25% Fail
27% 25+
73% 18-24
NUMBER OF PLACEMENTS COMPLETED
2010-11 2009-10 2008-09
34 28 23
Catch 22 Academy Annual report 2010-2011
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CASE STUDIES Q&A What were you doing before Catch 22? I was working at Sports Direct. I did have a journalism degree but I was finding it hard to get work experience or a job in the industry. Can you describe your circumstances and ‘Catch 22’ situation prior at attending the academy? My ‘Catch 22’ was that I wanted a job in journalism but needed experience to get one and no one was giving me the opportunity to gain any. How has Catch 22 helped you achieve your ambitions? Catch 22 trained me up and improved my journalism skills. It has also given me the chance to do work experience at some of the top publications in the country. Catch 22 continues to offer me support and opportunities even after I’ve left the course. Where did you go on placements and how did the placements help you on your journey? I went to the Surrey Herald and The Daily Mirror newspapers.
JIMMY NSUBUGA
What are you doing now? I’m currently on a six-month placement at Metro Online.
MARY KANU
Graduated October 2010 Online Editorial Assistant Metro
What do you think Catch 22 graduates have to offer the media world that sets you apart from other candidates? Catch 22 graduates come from a diverse range of backgrounds, which means we can offer a perspective that’s different. Minorities and other groups are under represented in the media, and Catch 22 recruits can fill this void.
Graduated February Cohort 2011 Ad Operations Assistant Centaur Media
What have you achieved through your experience at Catch 22? I have improved my journalistic skills and I have also gained the confidence and experience required to make it in the ‘real world’ of journalism.
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Catch 22 Academy Annual report 2010-2011
What were you doing before Catch 22? Before Catch 22, I was pretty much in limbo. I had finished university a few months earlier and carried out a short internship, but I wasn’t sure what the next move was. I knew that I wanted to work in publishing, but I didn’t have the industry contacts or base to really make waves. Can you describe your circumstances and ‘Catch 22’ situation prior at attending the academy? There were many moments when I felt disillusioned by the industry. I desperately wanted to break into it, but found that there were many constraints. I couldn’t afford to carry out unpaid internships for long periods of time and I knew no one that worked in the media. Even my university careers service only offered limited advice. Upon graduating I felt that I had a very limited knowledge base and didn’t really know how I could break into the industry.
How has Catch 22 helped you achieve your ambitions? My Catch 22 experience equipped me with the confidence to go out and apply for permanent work. Through CV sessions and meeting industry professionals I became more attuned to the type of characteristics and skills people need to succeed in the media industry. Where did you go on placements and how did the placements help you on your journey? My first placement was at Metro newspaper - this was my first experience on a news floor. I learnt to cope with the pace and breadth of the work involved on a daily newspaper. I wrote my first article for a national publication - which was a great challenge and achievement. What’s more, I learnt about the importance of commitment and strong work ethic within the industry. My second placement was at Trinity Mirror - I worked both at The Mirror and The Surrey Herald. During these placements, I learnt about the importance of investigative journalism. It taught me how important it is to be hands on, inquisitive and to try to stay one step ahead. What are you doing now? I am currently working as an Ad Operations Assistant at Centaur Media (one of Catch’s partners). I work within the web department, dealing with display adverting and back end web development. The experience has exposed me to the commercial aspects of the industry and I have learnt a lot in a short space of time. What do you think Catch 22 graduates have to offer the media world that sets you apart from other candidates? One of the main things that sets Catch graduates apart is their diversity. My cohorts were from such a wide range of backgrounds and we all different life experiences. The invaluable experience of learning from journalists and individuals with years of experience in the industry is something that many other candidates can only dream of. What have you achieved through your experience at Catch 22? Catch 22 has been an enabling experience. It has helped me to build up a strong foundation within the media industry and has ultimately provided a route into a sector I had dreamt of working. The scheme was a valuable life-line and provided me with opportunities and experiences I could not have otherwise attained.
Catch 22 Academy Annual report 2010-2011
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CHALLENGES how difficult it is to find a news story. But these skills have helped me at my placement, particularly when giving interview. I now employ techniques I have picked up from Catch 22 when asking questions. Putting Catch 22 on my C.V. as well as the list of skills I have learnt from them seems to have impressed people when I go to interviews for placements. Where did you go on placements and how did the placements help you on your journey? I went to Metro first (where I still am) and I can honestly say that this has been the most helpful. From here I learnt to broaden my horizons to online journalism, as before Catch I was one of those people who wanted to do solely print journalism, because I regarded it as more “prestigious” or something! Furthermore, Metro gave me the chance to conduct interviews so now I’ve had the interview experience and I think I’ve settled into an interview rapport that works for me. Having been at Metro since May, I think this will put me in good stead for applying for other placements. Getty Images is my second placement, and although this was in the PR and Internal Communications field, this has strengthened my organisational skills greatly, as well as strengthened my ability to meet deadlines and write press releases. Getty Images has helped develop my personal skills as opposed to professional ones, but it has been just as valuable.
SARAH DEEN Graduated June Cohort 2011 Online Editorial Assistant Part-time Metro What were you doing before Catch 22? Before Catch I had two jobs. One was as a guest assistant at a cinema (a position I still hold at the weekends) and the other was a legal secretary at a high street solicitor’s office dealing with immigration and personal injury. I also had an internship with an online lifestyle blog called Pink and Black writing film news and reviews. Can you describe your circumstances and ‘Catch 22’ situation prior at attending the academy? I knew that writing in any format was something that I wanted to do, and I had become increasingly ambitious punching above my weight I suppose - by applying to film magazines directly. Of course my lack of experience was holding me back, I was asking people for experience, only to have them tell me to get some experience. How has Catch 22 helped you achieve your ambitions? Catch 22 has taught me a wealth of skills in the journalism field, such as court reporting and blogging, as well as 12
Catch 22 Academy Annual report 2010-2011
What are you doing now? As mentioned previously I am still with Metro and Getty Images, although November will be my last month at Getty Images. What do you think Catch 22 graduates have to offer the media world that sets you apart from other candidates? Catch 22 graduates will definitely have had to work much harder to get where they are than other graduates. Coming from diverse backgrounds, they, like myself, may not have the links or know the right people within the industry, and who you know counts for arguably more than what you can do these days. Catch 22 graduates will understand that and will appreciate any and every opportunity they are given and will grasp it with both hands, not taking it for granted. Besides all the cohorts I have met are genuinely nice, intelligent, well-mannered and creative people. It’s good to have a good attitude. What have you achieved through your experience at Catch 22? My placement. Metro online is a great place to work, very rewarding with lovely people. I have been given the chance to interview film stars and pop stars, and have my work not only published on the Metro website but actually read by people!
FINANCIAL RESTRAINTS • Affording equipment to evolve the programme content and reflect multimedia nature of industry. • Resources of staff time needed while working towards accreditation and curriculum development. • Affording appropriate staff and premises
TRAINEES CHALLENGES • Many Catch 22 trainees have challenging personal lives and meeting their pastoral needs can be a challenge, without professional counsellors on-hand.
RESOURCES • Meeting the needs of numerous stakeholders at the same time with limited resources.
GOVERNMENT POLICY AND ECONOMIC DOWNTURN • Dealing with increased applications and demand from graduates. Which is reflective of the current employment market. • Emergence of alternative employment models, i.e apprenticeships and youth contracts.
Catch 22 Academy Annual report 2010-2011
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Special thanks to our funder
Special thanks to our partners
Special thanks to these industry individuals Martin Ashplant Nathalie Austrie Sarah Barnes Emily Bretherton Chris Bucktin Joe Crowther James Day Sam Delaney Dee Dee Doke Robin Elias Rob Epstein Rob Fearn Amina Forlarin Simon Garner Sarah Getty Nanette Gibbs Adam Gold Lawrence Gosling Mark Heinemann Paul Keenan Steve King Tristan Kirk Alex Koster Tom Meltzer Steve Parkinson Elizabeth Pears Tom Phillips Ian Pickering Alistair Potter Becky Poynton Elisa Roche Barbara Rowlands Suzy Talbot Victoria White Sophie Wybrew-Bond
Special thanks to our staff team; Ben Benjamin Kate Burt Matilda Egere-Cooper Mike Goldstein Jason Grant Hepburn Harrison-Graham Dionne King Antoinnette Kudjoe-Flood Simmy Richman David Spencer
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Production Design Photography
Catch 22 Magazine Rashpal Amrit Dionne King (except portrait of Mary Kanu)