Creative-led marketing communications agency, Jam, has been appointed by OnSide to deliver targeted regional PR campaigns to raise the profile of four new youth zones currently in development across the North of England, The Dome in Crewe, Base71 in Barnsley, Horizon in Grimsby, and Vault in Preston.
OnSide is the charity behind Youth Zones state-of-the-art, multimillion-pound youth centres in some of the UK’s most economically disadvantaged areas. Each Youth Zone is staffed by skilled youth workers who truly believe in young people – helping them see what they could achieve, and giving them the skills, confidence and ambition to achieve their goals. With fifteen youth zones across the UK and more in development, OnSide plays a crucial role in helping over 50,000 young people, particularly in underserved communities.
This new partnership will see Jam focus on supporting OnSide’s PR efforts in the North of England, helping to drive awareness and community engagement ahead of the launch of the four new youth zones.
The appointment comes as OnSide launches the findings of its Generation Isolation 2025 report. Conducted with YouGov, the largest annual study of its kind into the way 11–18
year-olds spend their free time, has uncovered that four in ten (39%) young people now turn to AI for support, company and advice. Yet, more than half (52%) say affordable, in-person social spaces and activities would improve their lives outside of school. The findings highlight the urgent need to rebuild the youth spaces and provision that once gave young people the support, friendship and connection they now seek online.
Jaime Gee, managing director of Jam, commented: “We are passionate about working with organisations that make a difference. Partnering with OnSide allows us to use our expertise in PR and storytelling to showcase the incredible work being done for young people across the north.
“By raising awareness in Crewe, Barnsley, Grimsby and Preston, we can help ensure each Youth Zone becomes a well-known and valued part of the local community. Through increased visibility and local engagement, including with businesses and community stakeholders, we can maximise the impact of each space and ensure more young people benefit from the opportunities and support OnSide provides.”
Ochuko Adekoya, director of communications and brand at OnSide, said: “Our ambition is to create more opportunities for young people. Whether that’s through access to inspiring spaces, support from trusted youth workers, or chances to build confidence, learn new skills, and connect with their community. To achieve that, we look for partners who truly understand the power of youth and community. Jam has a strong track record of working with charities and purpose driven organisations, and their energy and creativity stood out to us. They share our belief in what young people can achieve when given the right support, and we’re excited to see how this partnership can help us raise the profile of our incredible new Youth Zones ahead of opening in 2026 - as this will ultimately ensure we reach more young people and inspire even greater impact.”
This appointment follows a strong 2025 for Jam, which has seen the agency onboard 13 clients and expand its portfolio across creative, social, and PR campaigns. As part of this growth, the charity sector has become a clear area of specialism for the team, driven by a passion for purpose-led work and a track record of delivering impact.
