- By
- Oscar Ralf
- Date
- 09.04.2024
Joyclen Buffong is, by all measures, a superhero. The award-winning Founder and Director of RISE 365 speaks to us following the successful launch of the ‘Changing the Narrative: Don’t Judge a Book by its Cover’ campaign.
Stereotypes and assumptions that lead to the unfair treatment of young people, particularly those of colour, are issues Joyclen and RISE 365 look to address throughout their work. Together with M&C Saatchi and Clear Channel, Joyclen and the young people of RISE 365 launched ‘Changing the Narrative: Don’t Judge a Book by its Cover’, a nationwide campaign that tackles these issues head on. With support from Stylo Graphics and Made Up, The Art House London then played host to an exhibition and panel talk in March 2024 that celebrated the campaign, and all the incredible individuals involved.
'Changing the Narrative: Don't Judge a Book by its Cover' exhibition at The Art House | Photography by @mrbonsu
Joyclen, can you tell us a little about yourself and RISE 365? What inspired you to start the organisation, and what does it hope to achieve?
I’ve spent over two decades managing several youth centres in Hackney, which led me to start RISE 365 - an organisation that seeks to reach, inspire, support and empower young people and young adults within our community.
Our mission is to enable people - irrespective of ethnic background, race, or socio-economic class - to reach their goals, through the RISE 365 education and youth empowerment programmes. We’ve been running these for over 3 years now, and they include our Mentoring Programme, Young Women’s and Men’s Circles, Pan-African Studies, and Maths and English Classes. Various support is provided for young people aged 14+ that are navigating through challenging times, working to break down barriers and provide opportunities for them to flourish.
"This campaign needed to get people questioning the narratives they form of others. What better way to spell out these narratives than with book covers."
Shaun Okoh, Senior Strategist at M&C Saatchi
What was the key purpose behind the 'Changing The Narrative' project and where did the idea come from?
The key purpose behind the project was to educate people around the impact of social bias and their preconceived judgements. I’ve always tried to shed light on the issues that arise from leaving these views unchallenged. For example, we launched the “Girls Rise Up” campaign alongside Clear Channel, as a direct response to the unlawful strip-search of a young schoolgirl in Hackney.
M&C Saatchi presented the initial concept for our Don’t Judge A Book By Its Cover campaign, but the direction and execution was driven by the young people at RISE 365.
'Changing The Narrative' artwork by M&C Saatchi
'Changing The Narrative' artwork by M&C Saatchi
How did the young people of RISE 365 find the process of creating the project and what was their response to being a part of it?
It was a positive experience for each individual, but by no means an easy one. All the young men involved in the campaign were required to soul-search, and relive difficult moments they had experienced throughout their lives. Confronting this trauma was hard, but they were all aware of the importance of speaking out and bringing attention to their experiences.
'Changing the Narrative: Don't Judge a Book by its Cover' exhibition at The Art House | Photography by @mrbonsu
"It offered them a safe space to speak their truth, helping to make sense of the experiences that have shaped their lives so far."
'Changing the Narrative: Don't Judge a Book by its Cover' exhibition at The Art House | Photography by @mrbonsu
Was there anything specific that surprised you along the way, did you or the young people of RISE 365 learn or achieve something particularly unexpected?
All of the young men who were part of the project have spoken of the sense of confidence that they’ve gained by speaking out on these issues. It offered them a safe space to speak their truth, helping to make sense of the experiences that have shaped their lives so far. It was also to their surprise that corporate organisations are willing to support them in addressing these issues and to amplify their voices.
'Changing the Narrative: Don't Judge a Book by its Cover' exhibition at The Art House | Photography by @mrbonsu
'Changing the Narrative: Don't Judge a Book by its Cover' exhibition at The Art House | Photography by @mrbonsu
If there was one thing you hope people take away from seeing 'Changing the Narrative', what would it be?
Put simply, to treat people fairly. We want wider society to give young black boys a break, to understand them for who they are, and to give them the space and support to thrive. Everyone should take the time to understand and recognise the impact of making false assumptions and categorising young people based on their background and the colour of their skin.
'Changing the Narrative: Don't Judge a Book by its Cover' exhibition at The Art House | Photography by @mrbonsu
'Changing the Narrative: Don't Judge a Book by its Cover' exhibition at The Art House | Photography by @mrbonsu
What's next for RISE 365? Is there anything people can do to get involved with or support your efforts?
You can get involved by following us on all our social media platforms (Twitter (X): @365_rise and Instagram: @rise.365, where we post regular updates and opportunities. It’s our ultimate aim to widen the reach of young people who need to access our services, and we need the help of the public to make this happen.
You can also support through donating on our GoFundMe Page: https://www.gofundme.com/f/help-support-empower-our-hackney-youth any amount would help us to continue Changing the Narrative.