About us

A New Direction helps London create, think and learn.

A New Direction is a not-for-profit organisation that exists to ensure that all children and young people in London can develop their creativity and play an active part in the culture and heritage of the city.

We are an incubator of ideas and change. Our focus is on London, but we work with partners across the country and internationally, and are keen for our work to have an impact beyond the boundaries of the capital.

Our vision

Is for a London where all children and young people can thrive through developing their creativity

Our mission

Is to support the capacity of all children and young people to shape culture and be creative.

What we do

Our main focus is on creating system-wide change. This means working with partners to ensure that the infrastructure that supports children and young people – schools, nurseries, the cultural sector, local authorities etc. – takes account of their need to play, be creative and experience culture.

This means identifying areas of inequality, campaigning for policy change where that is a barrier, working with key stakeholders and other influencers, training and supporting professionals who work with children and young people, attracting new funding and investment to realise innovative ideas and giving young people new ways to engage and connect with the culture of their city.

We prioritise Outer London, with the aim to rebalance geographical inequalities, and pioneer ways to embed cultural learning and opportunities for young Londoners into new and developing places and communities.

We also run and deliver programmes which enhance children and young people’s capacity to be creative and in particular their ability to get work in the creative sector. We do this where we see there is a need and a good fit with our skills and experience but we are always keen to share this learning with others and ensure our work benefits the wider sector and our long-term vision.


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A New Direction is proud to be a London Living Wage employer.

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