Connecting with her south-east London roots, singer-songwriter Joy Crookes announces collaboration with outdoor lifestyle brand Timberland for the new campaign “My Community. Our Nature”. Championing youth clubs, the campaign will encourage creativity through workshops, employment pathways and launch a collaborative urban greening project.
With the recent launch of her debut album, Skin, Crookes is riding the wave of her growing success and is keen to spotlight and equip future generations with confidence and guidance. Music and nature are at the heart of this project, providing a sense of purpose to the budding youngsters.
Leading a community-based charity initiative, InSpire at St Peter’s Church, in her local area, the debut artist helps offer the local youth of Walworth (Elephant & Castle) with a safe space to socialise and build their confidence during weekly drama and music workshops. The workshops aim to boost creativity and inspiration, whilst nurturing a sense of identity and community for local young people.
Culture and identity are important themes to Joy’s narrative, therefore working with Timberland has given the singer tools and resources to invest time and energy into the austerity and gentrification leading to the downfall of local communities. One of the four European community projects that Timberland is investing in is the Urban Greening Project 2022, headed by Joy and the young people of InSpire Youth Club. All four projects will be put to the public vote, with one being chosen to undergo a large-scale transformation and long-term pledge – benefitting the future of the community.
Pledging for a better future for the next generation of leaders, Joy Crookes comments: “ In less than a decade, spending on Youth Services throughout the UK has been cut by 70%, I want this partnership to boost the community, provide collective inspiration, opportunities and get young people connected with nature.”
Supported by Timberland’s largest global campaign, Nature Needs Heroes, Joy Crookes will be the latest addition to a strong lineup of ambassadors. As a part of this campaign, Timberland have committed to planting 50 million trees by 2025 and are set to become net positive by 2030.