A4e delivers frontline public services on an increasingly global basis. Operating from over 200 locations, A4e now operates in the EU, Middle East, Africa and Australasia. Our customers / service users are individuals, organisations and communities. Our funders are Governments and their agencies and departments.

1. blueprint
TURNING POLICY INTO REALITY
WINTER/SPRING 2009
A WORLD AWAY FROM
HIS HOMELESS PAST,
TRAINEE CHEF LEE
HARVEY GETS CREATIVE
TAKING A
CHANCE
INSIDE:
LONE PARENTS TAKE
●
A STARRING ROLE
VOCATIONAL TRAINING FOR
●
EXCLUDED YOUNGSTERS
IN THE SUBURBS: HOW FRENCH
●
POLICY IS HELPING JOB SEEKERS

2. blueprint
Contents
neWS 4
Events and news from around the world
VieW FrOM tHe CHAir 5
Emma Harrison, A4e Chairman, looks forward
to the challenges of the new year
turninG A COrner 6
How youngsters in
Stockton are being
23 20
given a chance
to learn valuable
vocational skills
tAKinG A neW DireCtiOn 9 KeepinG AHeAD OF tHe lAW 20
We look at one scheme that has helped a Free legal advice is making life easier for
once-homeless client to gain skills as a chef the citizens of Hull
tHeir 15 MinuteS OF FAMe... 12 OpiniOn 22
A Doncaster team had their lives turned Michael Davis, Managing Director of CFE, on
upside down by the arrival of a Channel 4 employment and skills policies
documentary team
GettinG it tOGetHer 23
OpiniOn 15 DOWn unDer
Mark Lovell, A4e Executive Chairman, on The creation and growing importance of
how to ride out the credit crunch A4e Australia
MOneY tAlKS 16 in tHe SuburbS 26
A financial training scheme is helping How a programme in
youngsters to stay out of debt France is giving job
opportunities to those
FreeDOM OF CHOiCe 18 in deprived areas
We look at how being able to choose
10 in ten
and employ carers is changing the 28
lives of disabled people Pam Kenworthy, Legal Director of Howells
Direct, answers our quick-fire questions
Flexible New Deal (FND) Update
A4e welcomes the changes that Flexible New Deal will bring. These changes mean that we
can spend more time with marginalised and harder-to-help people, developing individual,
tailored programmes to enable their return to work.
Tenders have now been submitted for Phase 1 FND contract areas – thanks to those of you that
have expressed an interest in working in partnership with us. We are now looking forward to
Phase 2 and would again welcome any organisation who wishes to work with us.
We will shortly be setting up a registration process for FND Phase 2 at:
www.a4e.co.uk/Partnerregistration.aspx. We will also be contacting all
organisations who have registered previously to invite them to express
interest in the districts covered by Phase 2.
Please keep checking the site for updates, and we look forward to
working with you in the future.
2 blueprint winter/spring 2009

3. up FrOnt: COntents
From the editor
JO BLUnDeLL
grOUp DeveLOpment
DireCtOr, a4e
W
elcome to the new year issue of
Blueprint, which you’ll find packed
with all the latest goings-on within
A4e, as well as important issues
that surround the business. I hope that you’ll enjoy
reading about what’s happening in various sectors
of A4e, and how we’re continuing to help people get success stories have resulted from the Pathways to
Helping back to the jobs – and lives – they deserve. Work programme, part of which A4e is delivering.
You’ll also notice that there’s a new face in town. Elsewhere, one of our teams in Doncaster was in
those from I’m very pleased to have taken the reins from Sara for a nice surprise – and more than just 15 minutes
McKee, who has moved on to pastures new. Many of fame – when a Channel 4 documentary maker
less fortunate thanks to Sara for all her hard work and dedication chose the team to star in a film about the welfare
backgrounds – I can only hope to make as good an impression system. Doncaster’s Elevate team was selected to
on A4e as Sara has over the years. We wish Sara the appear in the documentary after Elevate Trainer,
is at the core very best of luck in her new job. Hayley Taylor, made a great impression on the
You’ll have been hard-pressed to escape the ups series producer. He felt that Hayley had the energy
of A4e’s and downs of the economy over the last few months and passion to inspire her clients – all of whom are
– and, as such, this issue of Blueprint focuses fairly lone parents – to get back into work and training.
ethics heavily on making the best of what can only be You can read their fascinating story on page 12, and
described as difficult economic conditions. A4e’s find out what it was really like to be in front of the
Executive Chairman, Mark Lovell, talks about how camera for weeks on end!
Finally, we’re delighted that A4e Australia is
to help businesses survive the recession, and why
it’s even more important to support A4e’s more taking shape – we’re currently pitching for contracts,
vulnerable clients. Read more on page 15. and hope to receive news later in the year as to
Helping those from less fortunate backgrounds whether we’ve been selected to run them. Find out
is at the core of A4e’s business ethics, and we were more about the business, and the issues that A4e
delighted to read the story of one of our Pathways Australia is tackling, on page 23.
Enjoy the issue!
clients who became an apprentice chef – having
been homeless, and never previously having a job.
You can read his story on page nine, along with that
of Anna Rayner, who overcame depression to train
as a complementary therapist. Anna now runs her
own business, and also works from various other
complementary therapy centres, too. Both of these
prODuCeD bY: Cambridge publishers Ltd (www.cpl.biz)
GrOup DeVelOpMent DireCtOr:
Jo Blundell, a4e
to contribute to Blueprint, contact Jo blundell on jblundell@a4e.co.uk or call
free on 0800 345 666. A4e Head Office, bessemer road, Sheffield S9 3Xn.
Opinions expressed in this magazine are not necessarily those of a4e Ltd or Cambridge publishers Ltd.
blueprint winter/spring 2009 3

4. uP fronT: round-up
News
Plymouth £2.5 million Getting down
programme goes live to business
The exhibition
Business start-ups are
attracted more than
not limited to those
2,500 visitors from all
within mainstream
backgrounds, in care
industries, as one A4e
and medical disciplines.
team found out when
Many new
they attended the Kidz
entrepreneurs who
Up North exhibition
attended may end up
at the Reebok Stadium
working within the NHS/
in Bolton.
PCT arena as carers,
Sarah Whittaker,
advisors and in other
Mark Fegan and Robert
social enterprises, while a
Clark from A4e’s NDDP
number of delegates are
Connect to Work
actively seeking to start
team, based in Preston,
businesses in a
attended the exhibition,
completion of job and
A4e Plymouth Works
A £2.5 million European number of more
together with Neil
e-applications.
Plus advisors will offer
Social Fund programme specialist fields.
Allday, Matthew Slack
Anyone aged between
one-to-one support to
to develop employment ‘We are now in the
and Ray Parkes from
16 and 65, who works
clients in areas including:
and skills opportunities process of working with
Business Start Up.
fewer than eight paid
information; advice and
in the South West’s a number of females who
Kidz Up North
hours a week, will be
guidance; sourcing and
biggest city has gone attended the exhibition.
targeted children with
eligible to apply for a
funding of educational
live in Plymouth. They are looking to
disabilities – both
share of the £2.5 million
and vocational training;
A4e Plymouth Works start a riding school
mental and physical –
cash pot, whether to enrol
voluntary work; soft
Plus held a prestigious for disabled children, a
which is not an obvious
on a new employment
skills development;
launch with Job Centre school for children with
group to look towards
course or for some
low motivation;
Plus at the Copthorne special needs and also
when considering
new kit to start a job,
confidence; job skills;
Hotel to highlight a sensory play centre
business start-up
according to Carol Boyd,
CV creation; interview
the benefits of the for blind/deaf children
opportunities.
Contract Co-ordinator at
techniques; setting up
programme over the or older children with
‘Our target audience
Plymouth Works Plus.
email accounts; and the
next 36 months. mental health issues,’
was not the children,
said Allday.
but the occupational
‘With a little foresight,
therapists and other
Training for over-50s welcomed the less obvious
health professionals
marketing strategy often
that look after the
and flexibility.
the planning of the
The first major project bears the best fruits
children,’ said Allday.
Employees were
government’s new
to test demand for and opens new markets
‘Many go on to become
surprised that anyone
Adult Advancement
careers advice and for the Business Start
self-employed carers,
was interested in their
and Careers Service,
training among older Up enterprise.’
for example.’
needs, but when the
and for its Train to Gain
people in work has
service was offered,
programme.
just finished in the
they grasped it with
Responses from
south east of England.
enthusiasm.
employers and
Over two years,
Two thirds of them
employees were very
the project, called
said that they were
positive. More than
ReGrow, provided
able to do their jobs
80 per cent of firms
careers advice and
better, half planned to
identified benefits from
follow-up training to
take further training,
the advice and training,
1,139 people aged over
and a third said they
and more than half of
50 working across the
would probably stay
employers said that it
region.
in work longer as
had increased workers’
It has important
a result.
motivation, productivity
implications for
4 bluePrinT winter/spring 2009

5. uP fronT: view from the Chair
New year, new
somerset celebrates
employability skills
challenges
by everyone. The
Celebrating the
A4e Employability
achievements of 30
programme is funded
clients who gained new
by the Learning and
qualifications in literacy
Skills Council. The 15-
and maths, the A4e
W
week voluntary course
Taunton office recently hen I get back to my desk after the
starts from entry levels
had a visit from local festivities – usually having over-
one, two and three, and
MP Jeremy Browne, who indulged, but also having caught up
then goes on to level
was able to see how the with all my family and friends – I like
one and two (GCSE)
LSC Employability Skills to focus on the way ahead. I really believe you need
qualifications.
programme was working to recognise the achievements of the previous year
Browne said: ‘I am
in the town. and use them as the platform on which to build the
very impressed by
Organisers for the successes we will see in the new year.
the dedication of the
A4e LSC programme This year is definitely not without its challenges.
tutors and staff at A4e
at Victoria House in We heard in December from the Secretary of State,
Taunton. And those out
Taunton are keen that, James Purnell MP, about the drive for further welfare
eMMA HArrison
of work for long periods
when clients pass their reform in his White Paper, and the desire to help
Chairman, a4e
are getting the support
15 week studies, it is more people get the skills they need to get back into
they need.’
officially recognised work. A4e’s mission is to improve people’s lives, and
I firmly believe that we can help thousands more
people achieve their goals and build their future.
news in brief However, we’re all expecting a tough year with the
economic downturn and rising unemployment, but
WelCoMe To Scotland; and Information
You need to it is more important than ever that we don’t leave
Manager for one of the
THe TeAM
Business Gateway areas in anyone behind. Let’s not forget, most of the clients
Evelyn Rimmer has recently
recognise the
Scotland. She
joined A4e as Enterprise we support are long-term unemployed with more
began her career in sales
Development Manger,
barriers than most to overcome. But that’s where we
achievements
and administration, while also
to support and develop
need to be even more creative and innovative in our
running her own marketing
enterprise project delivery
of the previous
business. approach – and that’s what A4e people are really
across the company.
Evelyn has more than good at.
isrAel in THe year to build
17 years’ experience of
With the fantastic team at A4e, we’ve been able to
sPoTligHT
developing and delivering
successes in grow a small training business from Sheffield into
A Labour Friends of Israel
start-up and business
(LFI) event was held at the an international social purpose company. We’ve
support projects, most
the new year
House of Lords recently, which
recently working for a UK- entered new markets in Israel, Germany, France and
brought together politicians,
wide housing association
Poland – and who knows, we might start improving
eMMA HArrison
academics, charities and the
(Places for People). Her role
people’s lives in Australia this year! We’ve also seen
think-tank community. The
while there was to develop
topic for discussion was the changes in our staff, and I’d like to thank everyone
and deliver community-
evolution of the New Deal
based enterprise projects for their fantastic contribution and welcome all new
in Israel and the UK. Guest
in Manchester, Bradford,
arrivals to A4e. You have my full support.
speakers included James
Leeds, Edinburgh and
So let’s put our best foot forward, and embrace
Purnell MP Secretary of
,
Newcastle. These provided
State for Work and Pensions; the change and challenges ahead of this year. With
intensive start-up support to
David Blunkett MP Chair
,
disadvantaged communities
all these new horizons, together we can make a real
and member of the LFI policy
through awareness-raising The A4e team in Australia
difference in 2009.
is set to be busy this year.
council; Mark Lovell, A4e
events, workshops and one-
Executive Chairman, and
to-one support. She was also
Dr Jason Elis.
part of the winning team for
Members of the audience
the Housing Corporation’s
found it interesting to hear
‘Gold Award for Tackling
about Israel’s domestic
Worklessness’ earlier this year.
policy challenges and how
Evelyn’s past roles
they compare to Britain’s,
include working for Wellpark
while other attendees said
Enterprise Centre in Glasgow,
that Mark Lovell’s comments
where she managed the
were extremely relevant
development programme for
to their work on British
women-owned businesses;
domestic policy.
InBiz as Area Manager in
bluePrinT winter/spring 2009 5

6. focus on: vocational training
Turning a
corner
Having issues at school can lead some
youngsters down the wrong path in
life – but for the lucky ones, learning in
a vocational centre can give them the Some youngsters who are excluded from school
or struggle with mainstream provision carry their
skills they so badly need feelings of worthlessness with them throughout
their lives, and never regain the confidence to make
W
hile being in full-time education something of themselves. However, various schemes
is a good thing for most young that have been set up across the UK are designed to
people, it doesn’t suit everyone. train excluded youngsters in vocational centres.
There are times when learning in an The Vox Centre in Stockton on Tees, which
environment in which you feel an outsider or as if was opened by A4e in September 2008, was the
you’re not gaining much can be counter-productive, brainchild of Vox Centre Manager, Lee Beresford.
and that’s when problems arise. Designed to provide ‘first steps’ training to
6 blueprint winter/spring 2009

7. focus on: vocational training
youngsters aged ‘real world’ business.
The girls from the Vox Centre
enjoy learning practical skills on
14-19, who require an ‘A4e has invested
the hair and beauty course.
alternative education heavily in providing a
to school that better first-class vocational
suits their learning facility to support
style, the students the needs of young
gain experience and people whom we are
qualifications thanks passionate about
to vocational training. improving the lives
The idea is to enable of,’ said Sally Orlopp,
young people to Director of Education
become better-prepared for A4e.
for post-16 life, be it in ‘We feel we can add
further employment, value for young people
training or by becoming by offering a different
one of the area’s future range of provision
entrepreneurs. with the key being
‘I felt that there was partnership working,
a gap in the market which in return
for vocational training adds value.’
locally,’ said Beresford, The youngsters are
who had the vision to take the idea forward referred from 14 different schools throughout the
after putting the concept to the A4e senior Tees Valley, as well as from referral agencies, and
management team. consist of a mix of mainstream and non-mainstream
After consultation with Stephen Lidgard, who pupils. When the centre opened in September, it
is in charge of A4e’s vocational centre provision welcomed 30 young people – now, it has 112. A4e
nationwide, the Stockton facility was based on the currently has six members of staff based at the
ground-breaking Grimsby model. centre, while a further two are due to be employed
In-depth consultations were undertaken with shortly. Charlotte McCann, a Year 11 pupil who’s
schools in Tees Valley via the Education Business
Partnership to find out what young people really
needed and where they needed it. Gaps that were
Some youngsters who are excluded from
identified both geographically and in skills provision
school carry their feelings of worthlessness with
highlighted the need for vocational training in
areas such as retail, construction, catering, and
them throughout their lives, and never regain the
hair and beauty.
confidence to make something of themselves
Real world
The Vox Centre aims to provide a programme that is
flexible, inclusive and inspirational to cater for every Based on a business park,
student’s specific needs. the youngsters benefit
from the experience of
The fact that the centre is located on a ‘real world’ other companies.
business park, shoulder-to-shoulder with a diverse
range of companies, makes it different to other
vocational centres in the area. It also adds value
to the experience for the youngsters taking part,
meaning that they are working side by side with real-
life businesses and benefiting from the knowledge
and experience of the people around them.
The centre provides meaningful alternative
education for the young people of the Tees Valley,
and eventually, it will be open to the public to give
the students a real taste of working life. What’s
more, it’s currently the only vocational centre in
the area offering retail training. Future plans also
include master classes involving local entrepreneurs,
further enhancing the youngsters’ experience of
blueprint winter/spring 2009 7

8. focus on: vocational training
currently studying hair and beauty at the Vox would boost the local economy. He also wanted to
Centre, is over the moon that she’s been able to put something back into the community.
do something that she’s interested in. ‘It’s the best ‘It is amazing what young people in the area
thing out of the whole of education that has ever are capable of achieving,’ he said. ‘A4e is giving
happened to me,’ she said. Referred by New Start, youngsters the opportunity to see the real world of
Charlotte is thoroughly enjoying her vocational business, as well as giving companies the chance to
training. ‘If you ever get the chance to attend the integrate with the workforce of the future.
Vox Centre, then I really recommend it!’ she added. ‘We can see that by working in partnership with
The Vox Centre’s facilities are flexible and can A4e, we are really helping to improve the prospects
also provide opportunities for working with a of young people in the Tees Valley area.’
diverse range of client groups, from young people to
harder-to-reach adults.
making your mark
Because vocational centres offer a service so
unique to excluded pupils, a further centre is due National Enterprise Week, part of Global
to be opened in Leeds in early 2009. More are Entrepreneurship week, is a national celebration
planned across the UK, with the aim of having 10 of enterprise in November with events organised
It is
vocational centres by the end of 2010. A4e currently all over the UK. During the week, more than 2,000
amazing what
have similar centres in Grimsby, Pontefract, West organisations run events and activities to encourage
Bromwich and Mansfield.
young people
Key player
are capable
Local businessman Nasser Din, Managing Director
of achieving.
of Supreme Property Developments Limited, had the
vision to develop the business park in partnership
A4e is giving
with Stockton Council via European funding.
so many
Nasser Din was a key player in supporting the
project. He recognised that to sustain the future
youngsters the
workforce in the area, he needed to help young
opportunity
people to gain the right employability skills.
This, he reasoned, would help improve the
to see the
performance of local businesses, which in turn
real world of
Youngsters get a taste
business
of real working life at
the Vox Centre.
nasser Din,
supreme property
Developments
limiteD
people to make their ideas come alive – this could be
something such as starting a new business or social
enterprise, or making new ideas happen in
the workplace.
It’s crucial to encourage people to make their
way in business – with the economic situation in the
UK on something of a knife-edge, having the skills,
knowledge and a can-do attitude to work is more
important than ever. Those who can implement
ideas, overcome challenges and possess the skills
to spot opportunities often fare best when there’s
pressure on jobs. And creating a culture where
youngsters have the confidence to make their
mark on the world means that people from any
background will have the opportunity to unleash their
ambition on the business world. For more details,
visit www.makeyourmark.org.uk.
8 blueprint winter/spring 2009

9. at the sharp end: patHways to work
Taking a going back to work can be hard when
you’ve been on incapacity benefit – but
one scheme is helping people do just that
new direction
A
nna Rayner spent several years on
incapacity benefit – she’d suffered from
depression and anxiety for several years,
her motivation was at an all-time low and
she didn’t know where to turn. But after conquering
her illness with the help of alternative therapies
such as aromatherapy, reiki and mediation, she soon
felt ready to return to work.
Having visited the Disability Employment Adviser
at her local Jobcentre Plus, she was pointed in the
direction of the Pathways to Work scheme run
by A4e, where staff helped Anna to identify her
interests. It was there that she realised her future lay
within the realm of complementary therapies.
A year later, with the support of Pathways, Anna
gained the relevant qualifications and experience and
now runs her own complementary therapy practice
(www.rayoflight.me.uk).
‘It’s really amazing what you can do with the right
support,’ says Anna. ‘The last year has taught me that
you are never on your own, and that help is there if
you need it, regardless of your circumstances.
‘I feel completely different from how I did a couple
of years ago,’ she adds. ‘A lot of people want to start
a business and never get round to it – but you’ve got
to be a risk-taker to be an entrepreneur. I feel as if I
have developed as a person and I know myself much
better now. From feeling low in confidence and self-
esteem, people are now coming to me for advice.’
Vital support
Pathways To Work is an independent service for
people in receipt of incapacity-related benefits. It
provides impartial advice, training and support to
those out of work, to help and encourage them to
find employment in an area that they’re suited to.
While some clients are referred from their local
Jobcentre Plus, others come to Pathways directly.
Kate Goodman, National Pathways Director for A4e,
explains some of the difficulties that the Pathways
clients face.
‘Our customer group is still judged by many
because of the way they look, by the benefit they are
on or by the condition we label them with,’ she says.
blueprint winter/spring 2009 9

10. feature: offender management
Jason Burns, Training for Life Manager at Dartmouth Apprentice.
Building relationships
‘This can lead to our customers feeling ashamed,
embarrassed or unable to be open about their Steve Carter is an Employer Engagement Consultant
circumstances and desires. from A4e Pathways in Torquay. His main role is to
‘We have had customers who have not been go out and source job vacancies, meet potential
specific on their CVs about their condition, the employers and build good relationships with them.
employer has subsequently discovered this and it However, he does get involved in the client side of
has resulted in the person being dismissed – not the service, too, and recently managed to secure a
because they weren’t doing a good job, but because homeless client a place as a trainee chef at a new
they had lied in order to get the job. Would this have venture called Dartmouth Apprentice. Similar to
happened if they had added an A-level or two, or said Jamie Oliver’s 15 restaurant, Dartmouth Apprentice
that they had lots of hobbies in order to look good? trains unemployed young people while they work
‘What makes my job worthwhile is when you alongside professional chefs in the restaurant.
see people’s lives turning around, that point when They gain hospitality industry qualifications, and
somebody realises that they are not useless and that at the end of their apprenticeships, they get help
Former Pathways client
they have a lot to offer. Our Pathways teams really to find jobs.
Anna Rayner is now a
do make a difference, and I’m really proud of them.’ Twenty nine-year-old Lee Harvey was homeless and
complementary therapist.
jobless when he came to Torquay Pathways – he’d
fled from County Durham with his girlfriend due to
difficult circumstances, and was living in a tent in
Brixham, Devon. Steve Carter, co-incidentally, had
What makes my job worthwhile is when you just heard about Dartmouth Apprentice when Lee
see people’s lives turning around, that point when arrived in the office, and decided to try to get Lee
on the scheme.
somebody realises that they have a lot to offer ‘Not only was Lee homeless, but he’d also got a
criminal record having been in prison four times,
kate goodman, national pathways director for a4e
10 blueprint winter/spring 2009

11. at the sharp end: patHways to work
he’d been on drugs, and had never worked in his life,’
says Carter. ‘A lot of people would have written him
off, but I wasn’t going to.’
Carter met up with staff at the newly opened
Dartmouth Apprentice and managed to arrange an
interview for Lee. ‘We sorted out some new clothes
for Lee, and the other Employment Coaches in the
office were brilliant – they ironed them, turned up
the trousers, and got Lee ready for his interview.
Thankfully, Lee was accepted.
‘It took up a lot of my time and affected my targets,
but I wasn’t worried about that,’ he continues. ‘We
then had problems finding Lee and his girlfriend
A lot of people want to start a business
and never get round to it – but you’ve got
to be a risk-taker to be an entrepreneur
anna rayner, former pathways client
accommodation. Dartmouth is very smart, and
there’s no run-down bedsits that you can rent
cheaply. We got talking to Dartmouth Homeless
Trust and managed to borrow some of the money
needed for a deposit for a flat, and borrowed the
remainder from A4e – which Lee is paying back. ‘It’s been a great success. Lee loves it – he’s even
The first day they moved in, I bought them some doing double shifts. He’s hoping to train to be a chef
groceries and helped them with essentials, and then and really enjoys getting up and going to work – it’s
Lee started work. just transformed him. I’m so proud of him.’
case study: ‘my life has
really changed’
Lee Harvey, 29, was homeless and jobless
before being accepted as an apprentice at
dartmouth apprentice
‘I started at Dartmouth Apprentice in September 2008 – I’d
never done anything like that before. The work has been
going brilliantly, and I’m a lot further along than when I first
joined. I’ve been preparing the meals, and I’m also looking
forward to getting my catering qualifications, which I hope
to be doing soon.
‘I’ve even got my own starter on the menu at the
restaurant – it’s a sandwich with Parma ham, salami,
mushrooms and mozzarella cheese, and it’s going down a
storm. A lot of people are ordering it.
‘My life has changed a heck of a lot over the past few
months. Before I started here, I wasn’t working and I was
always getting into trouble. But thanks to A4e and the
Dartmouth Apprentice, I’ve been able to do something
useful. I’m really grateful to them all.’
blueprint winter/spring 2009 11

12. Feature A DocumentAry on DoncAster eleVAte
Their 15 minutes of fame...
Being picked to be part of a tV documentary But what was the idea behind the documentary
in the first place? Series Producer Fergus O’Brien
is a distant dream for most of us – but for a wanted to make three films looking at welfare
provision in the UK from top to bottom, and see
team in Doncaster, it became a reality how government policy is formulated and then
‘I
implemented through senior civil servants in charge
don’t do handouts here,’ says Carolyn of procurement.
Kendrick, Business Manager for A4e ‘The reason I’m so excited about it is that it’s been
Doncaster. ‘What we do is teach our about 12 years since anything’s been done on TV
learners to support themselves and find on the welfare system, and so much has changed
their own way to the life they want.’ in the role of companies who are now actively
It’s this kind of philosophy on which A4e involved,’ he says. ‘I wanted to see how that would
Doncaster has based its skills courses that help get trickle down the departments, and also how the
the unemployed back into work or training. And the private sector get involved.
teaching of these courses is so good that it recently ‘The main thrust of the documentary is the
attracted a Channel 4 documentary team to the human angle – the emotional stories of people
Client Dawn Schofield gets
offices. The stars of the programme, all of whom who are trying to get back into the workplace,
a real taste for work.
were involved in Doncaster’s Elevate course, will either because they want to, or because they feel
appear on TV in the autumn. that there’s some sort of growing pressure due to
Elevate is an A4e course which helps lone parents the changes in welfare legislation to get working. I
get back to work. It starts off by building up the wanted to follow their journey.’
clients’ confidence and motivation, before working
on issues each client might have experienced in
the past – such as problems with interviews or
I was so nervous – once your words are recorded
personal issues. Once the client feels ready and
has identified an area of work they’d like to go into,
on camera, you can’t go back and re-phrase them
work placements are arranged for seven weeks and
the client is supported throughout. Hayley taylor, elevate tutor
12 blueprint winter/spring 2009

13. Feature: DoncAster eleVAte in the spotlight
A4e trainer, Hayley
Taylor, helps to
motivate Elevate
client Yvette Brown.
A real experience terms of a TV programme, you need something
that looks very proactive, that gets the clients
For Elevate Tutor Hayley Taylor, the experience of
involved. It was apparent to us very quickly when
being shadowed by a camera crew for six weeks
we visited Hayley that she had a real energy and
was nerve racking, but exciting. ‘I got a call from
passion for what she was doing which was quite
the producers saying that they were making a
infectious – and we knew that the camera would
programme for Channel 4, and they arranged to
pick up on that.’
come up and visit. Then about two weeks later,
The clients, despite the fact that they were all
they rang to ask if they could film one of my
out of work and many had been away from the
Elevate courses!
job market for some time, rose to the challenge.
‘At the time, I was very nervous, especially
According to Taylor, they knew from day one that
when they were filming the classes. They
there would be a film crew around, and yet they still
would ask me questions and I’d have to think
turned up for classes and came on board.
on my feet all the time and come up with the
‘The clients loved it,’ she says. ‘If anything, the
answers you’d hope you’d say – but you never
Elevate client
Lyndsey Ward
crew boosted them even more. They felt that if they
actually know what’s going to come out until
gets busy
during her
could deal with that kind of intrusion, they could
you say it! Once your words are recorded on
work placement
deal with anything.
camera you can’t go back and re-phrase them.’
at Doncaster
Poundland.
‘A couple of clients explained to me that they
For Fergus O’Brien, Hayley Taylor was
were a bit nervous, but after the second week, they
just the person he was looking for.
loved it. I took them out for dinner in a pub one day,
He wanted to find a course with
and with everyone looking at them, they felt like
someone running it who had
stars. It’s been really good for them.’
the energy, drive, focus and
structure to keep the
Adding to success
course vibrant.
‘All courses vary from According to Carolyn Kendrick, profile raising
place to place, so we can only aid A4e Doncaster’s success in helping
spent a lot of time to gain the respect and understanding of more
looking at different local organisations and employers with a view to
tutors with different forming partnerships. ‘We want to achieve results
approaches,’ he says. which improve people’s lives,’ she says. ‘I run several
‘They were all successful courses besides Elevate, such as Skills for Life,
in their own way, but in which raises literacy and numeracy in line
blueprint winter/spring 2009 13

14. Feature: DoncAster eleVAte in the spotlight
The hardworking
A4e team in
Doncaster.
with the government’s Skills for Life Agenda. We
‘tHe parents Felt tHey
have excellent job outcomes with this course –
were in a bit oF a trap’
55 per cent of clients gained jobs as a result during
Fergus o’Brien from studio lambert is the
October and November 2008.’
series producer of the channel 4 documentary
Other courses include Gateway – a two-week
on the welfare system.
intensive job search programme; Full Time
Education and Training for 18-24 year olds who
The main
have slipped through NEET provision and require
further guidance into the world of work; Progress
thrust of the
to Work, which helps to overcome the problems
faced by those recovering from substance abuse in
documentary
re-entering society; and Link Up, which helps those
is the human
recovering from alcohol abuse, the homeless and ex-
offenders find a way back into employment.
angle – the
‘We teach our learners to support themselves and
emotional
find their own way to the life they want,’ explains Joanne Simmonds, an Elevate client, enjoys
chatting to the customers in Poundland.
Kendrick. ‘In November, despite growing fears over
stories of
the economy and news of redundancies at every ‘I think what struck me most was how many of the
people who
turn, my team put 44 unemployed people into parents felt that they were in a bit of a trap because
jobs. And not just any 44 people – many of these they had lost so much confidence – they couldn’t see a
are trying to
came to us with multiple barriers to reaching the way out, and their problems were exacerbated by debt.
employment market. ‘What a lot of them were waking up to, like us, was
get back into
‘I am incredibly proud of the team here,’ she adds. the realisation that it’s quite a complicated situation
the workplace
‘Our centre is full of passion fun and vibrancy. The when one gets into a routine of being on benefits.
work we do is demanding and we need support Lots of things keep people stuck in that place.
Fergus o’brien
from each other to give us the continued strength ‘Some of the greatest changes took place at
and energy we need.’ the start. We could see that the biggest problems
For Taylor, being part of a documentary made her lone parents faced were that their self-esteem and
really proud. ‘It’s a real compliment to have been self-confidence had been completely eroded. The
chosen to be in a film,’ she says, ‘and it’s something challenge for them was to face up to that and rebuild
that I’ll be able to keep forever. It’s good, too, to be a it. As we followed their journey, we saw them face a
role model for my daughter – and I’ll be able to see lot of their demons and learn what it was that had
myself at my peak in years to come!’ been stopping them. It was an amazing experience.’
14 blueprint winter/spring 2009

15. oPinion: MARK LOVELL
Where credit’s due it – for example, covering relaxation for Train to
The declining economy has Gain eligibility, extension of debt advice, better
confirmed to Mark Lovell that access to welfare and skills provision in the event
of redundancy – are all good policy decisions. Over
robust finances are key the last 18 months we have been clear that it is
not additional spend that is required, but greater
to a better business flexibility to spend existing funds more effectively.
O
We will need more public sector investment, but
first let’s make what we have function brilliantly.
ver the last six months, I have spent
To do so, we need to respond to the needs of
a fair amount of time with financiers
our customers – individuals and business –
and people in the financial services Mark Lovell believes that working
quickly, and with the full spectrum of A4e
industry. It’s been an interesting time, with governments in the UK and
overseas will help A4e’s most
and its partners’ services. Joined up front line
and it has reinforced some basic and simple truths vulnerable clients.
public services have never been more necessary.
about running a good business. Importantly, it
By focusing our attention on making this happen
has reiterated to me that one of A4e’s strengths
and working collaboratively with governments
has been its prudent approach to ensuring robust
in the UK and overseas, we are able to support
finances, even though we are such a high growth
our most vulnerable clients. This means we can
business. All of this stands us in good stead for the
do our bit to limit
next two years.
the impact of global
Core to what A4e does is supporting vulnerable
Over the last 18 months recession on the
people, their communities, businesses in those
economies where
communities and tackling poverty, economic
we have been clear that it is not we work. There is an
development and social development. As the
additional spend that is required, enormous amount of
discussions in the media, in government and
pragmatic concern in
business have turned to dealing with recession –
but greater flexibility to spend the labour markets
and the speed of its impact – I have continued to
existing funds more effectively and also much economies,
remain focused on those things that I can influence
but
and control, where we can contribute to easing the
Mark LoveLL, a4e executive chairMan more optimism and
impact of economic downturn and stimulate growth.
determination than
During a recession, one of the challenges is that
sometimes gets
the poorest and most disadvantaged always get hit
reported in the media.
the hardest. A4e’s role is to minimise and mitigate
against this. The economic impact of the current
situation is different to that which I experienced
when building A4e in the early 1990s, and what I
saw as I grew up in the 1980s. We now have a more
diverse economy, with greater resilience and a more
co-ordinated series of business and governmental
responses.
Equally, in this early stage, we see opportunities
for enterprise, job creation and skills development
(for skills shortages in business) still holding up.
This will get more difficult in the first half of next
year, but at the same time as rising unemployment
figures, we still have a very robust number of jobs
being created in the economy. We still have a large
number of stubborn, hard-to-fill vacancies as well. At
the entry level for jobs, we are holding up well, but
we know this will get harder next year.
In response to this, we are driving enhanced join
up and flexibility across all A4e’s services. The
Pre-Budget Report and the announcements before
bLuePrint winTER/spRing 2009 15

16. feature: Managing MOnEY
Money talksKnowing how to manage Usually she’s well-received. ‘The feedback I’ve been
getting is that this had been a long time coming,’
money and stay out of debt she said.
‘It’s whetted the appetite of professionals to hone
is crucial to young people, Upskilling skills they’ve learned on this course. The FSA is keen
especially in the current for us to identify champions in local authorities and
young people other organisations so that, when A4e pulls out in
economic climate – and to understand 2010, the programme will stay alive.’
Prisoners are especially vulnerable to ignorance of
financial training is helping financial affairs personal finance – as Justin Coleman, Enrichment
is key to
youngsters do just that Manager at HMP Ashfield, near Bristol, which houses
400 young offenders, is well aware. ‘They need this
helping to sort of education, particularly with the recession
M
break coming on,’ he says.
anaging money is a key life skill, but
Unfortunately, the time available in life skills
one that not all young people possess.
poverty cycles classes proved too limited to offer financial education.
Now the Financial Services Authority
However, Coleman has been working with A4e since
(FSA), in partnership with Citizen’s
and ensure June 2008 to remedy matters. ‘We had a new group
Advice and youth charity Fairbridge, has created a
social mobility of officers on the wing and felt the time was right to
programme to help young people not in education,
start teaching them to pass on basic financial skills,’
employment or training become more financially
in the next he said.
capable. In an increasingly complex financial
generation Following a visit by A4e to Ashfield’s training
landscape, this initiative is well overdue and A4e is at
centre, the officers received training and resources
the heart of training people to make it work.
Mel DoDD, with financial information pitched at a level
Stakeholder Engagement Manager Kerry Anne
a4e prograMMe
everyone could understand. ‘It went incredibly well,’
Davies has travelled the country to encourage Manager for Young
said Coleman.
organisations to make a long-term commitment. people anD MoneY
16 blueprint wintEr/spring 2009

17. feature: Managing MOnEY
Toni Ebanks, Manager of Rolfe House, a foyer for
young people aged from 16 to 25, run by Birmingham
housing support organisation Midland Heart,
also believes that a structured approach is the way
forward. Although Ebanks and her 14 staff have
offered budgeting tips while imparting life skills, this
was done informally before they were contacted by
A4e and underwent training.
Rolfe House has 24 residents. ‘Most of their
financial problems are generic,’ says Ebanks. ‘A lot
of young people have never had to pay bills – they’ve
relied on mum and dad.’
Around 20 people, mainly education staff, have
The training package includes guidance for
completed A4e’s training so far. With Ashfield’s
staff working with young people on matters such
inspection out of the way and routines returning
as bank accounts and benefits. Practical material
to normal, Coleman hopes the programme will
includes work plans and discussion templates.
build momentum. ‘In time, with the backing of
Information on signposting was particularly helpful,
wing managers, we’re hoping 100 staff will undergo
Ebanks commented.
financial training – which will be around 25 per
Most residents live on their £45-a-week Jobseekers
cent,’ he said.
Allowance. A small contribution to accommodation
Success is hard to quantify but, from observing
leaves about £40 for food, toiletries and travel. ‘But
young offenders during evening association,
when you get groups of young people together,
Coleman is convinced it’s having an effect. ‘They talk
sometimes those aren’t priorities – they’re more
about financial problems they may face in a focused
interested in going out,’ said Ebanks.
way,’ he said. ‘If they aren’t aware of them, it could trip
‘We do affordability plans for them. If they’re in
them up. We’re trying to avoid offenders re-offending.’
l Up until the end of
debt with rent arrears or a telephone bill, we signpost
October 2008, 2,172
Preventing debt them to organisations such as Citizen’s Advice
delegates had been
(CAB). If they’re going to college, we can tell them
Jean Brown, Manager of Careers Wales, sees young
trained by A4e in
how to apply for education maintenance allowance.
people stumble into debt frighteningly early and
England, Wales and
‘We’ve used the toolkit for four months and have
wants to help prevent it. She’s dismayed by the
Scotland. The target is
a budget guide for everyone. It makes our work more
irresponsibility of some institutional lenders. ‘We’ve
8,100 by the time the
professional and helps staff reconsider the situation
seen instances of 16- to 18-year-olds being given store
contract ends in 2010
the young are in. Most residents respond well, but
cards,’ she says.
l Funding is provided
sometimes you’ll get one or two who won’t stick to
Among the bodies Careers Wales works with
through the FSA –
the plan.’
closely is Pembrokeshire Action for the Homeless.
with no costs to the
Mel Dodd, A4e’s Programme Manager for Young
Brown hears ‘time after time’ stories of people evicted
organisations concerned
People and Money, added: ‘Upskilling young people
from their homes, ‘more often than not because
l Training is further
to understand financial affairs is key to helping to
they’ve got into debt.’ The effect on family life and
supported by a CAB
break poverty cycles and ensure social mobility in the
schooling can be devastating.
Money Advisor at
next generation. We believe that this programme has
After finding out about A4e through the FSA,
each course
the potential to help improve the lives of thousands
Brown began to organise training in April 2008.
l For further information,
of young people in the UK.’
People who have taken part so far include workers
visit www.a4emoney.co.uk/
in youth offending and leaving care teams, as well
ypm or simply
as housing officers from the council and housing
call 0845 189 8081
associations.
But how does she gauge its effectiveness? ‘We
undertake observations with our staff to see if they’re
putting it into practice,’ says Brown. ‘I think it will be
more long term before you can see the impact. I’ve
done it myself – it makes you look at yourself and
how you manage money.’
Above all, Brown hopes the financial education
will help young people avoid the follies of their
parents: the lure of easy credit, and paying mobile
phone bills – but not the rent. ‘The effect on their
education is enormous if they’re evicted, relocated,
and have to go into bed and breakfast,’ she said.
blueprint wintEr/spring 2009 17

18. Freedom of choice
Being able to choose carers and employ giving individuals money in lieu of social care services.
This means that they have much greater choice as to
them directly is giving disabled people the who provides their care, and in this respect, they act
as employers. But those who may be worried about
freedom to live their lives as they wish the paperwork and the associated employment
L
issues involved needn’t be, as help is at hand.
iving – or caring for someone – with a The Direct Payments service in Southwark is
disability can take a great deal of getting managed by A4e, which has a team in place to offer
used to, especially if the situation arises guidance and support to users. Isabelle Clement,
unexpectedly. Not only do extra support, Southwark Direct Payments Service Manager,
care and help need to be provided, but families also explains how the system works.
have to get used to unfamiliar people being around ‘Most of our clients would otherwise receive social
the home – something that many find uncomfortable. care from agency workers via the council list, but
And being in control of their own situation is they don’t get a great choice. The carers are often
critically important to disabled people. But what overworked and underpaid. Some are good, but they
many aren’t aware of is that they can actually choose rarely have time to do what the client wants – they’re
their own personal assistants or/carers – and often rushing from client to client.
employ them directly – through the Government’s ‘With Direct Payments, you can choose someone
Direct Payments scheme. local as your worker who may only have one client,
‘I care for my 13-year-old autistic son, Donald,’ for instance. Or you might choose a family member
says Mercy Miller from Southwark, London. ‘He’s or someone you know that would be better situated
been on Direct Payments for a year now. The carer’s to provide the support you need.’
agency weren’t listening to my needs at all – carers Another reason for enabling people to choose
just wouldn’t turn up, and the agency couldn’t their own carer is so that they can find someone
replace them. I was always getting left in the lurch who has knowledge of their language or culture,
and having to rush home from work. for example. For people who don’t speak English
‘Our social worker told me about Direct Payments, as their first language, it is very important that they
and it’s really changed my life. I decide how much I receive support from a worker with whom they can
pay the carer, and I set the hours so that she’s there, speak in their own tongue. This is crucial when you
waiting for me, when I get home from work. Life is are communicating about very intimate support
so much better managed now.’ tasks such as personal care for example.
‘The client might be from a particular African
Better flexibility country, and they might like to advertise for
someone through their faith group, for example, to
Direct Payments gives users much more flexibility in
increase the possibility of finding someone from the
choosing the support that they need, and it works by
18 blueprint winter/spring 2009