Care About You is an organization that engages and empowers young people through involvement in a unique co-creation process. This process involves workshops where young people help create mini media products like films, plays, or music. Their contributions are shared online and compiled into a book, film, and play. The organization aims to facilitate these workshops across Europe to inspire young people and help them discover their creative potential while enriching their own lives and communities.

2. Mission
Care About You is an
organization that engages and
empowers young people
through involvement in a
unique process of co-creation.
Through their contribution to
the process, young people
discover their own creative
potential, while enriching their
own life and the lives of others.

3. Motivation / Inspiration
Young people are often shaped by negative
experiences such as bullying, alcohol or drug
abuses, violence, early sexual encounters,
social isolation, eating disorders, gaming or
other addictions, and much more!
They are also shaped by positive experiences,
and research shows that they can turn
themselves around from very difficult, even
devastating experiences once they understand
what drives their behavior.
The Care About You organization has a deep
desire to be an available positive influence for
young people throughout Europe.

4. Background
Through experience we have learned that it is of utmost importance to
consult with young people, that listening to their needs and desires is
necessary – but the most effective way to champion young people to
take responsibility for themselves, their environment and their
communities, is to actually INVOLVE them in creating their own
experience so that they will OWN the result.
We have also learned that you will get the best possible result by
holding young people in unconditional positive regard, not by viewing
them as problems or difficulties that need to be fixed.

5. Vision
The vision of Care About You is to facilitate interactive workshops with
young people throughout Europe, each resulting in a mini media product
that is shared through the online interactive system, and then included to
create a new book, a new film, and a new theatre play!
Mini Product
WORKSHOPS (film?)
Mini Product
(play?)
Mini Product
(music?) BOOK FILM PLAY
Mini Product
(writing?)

6. The Process
 Introduce Max and Antonia, two  Groups produce a mini product
1 fictional characters
 Participants identify, and add to
the story
3 (such as a film, play, music,
writings, etc.)
 Mini product uploaded or shared
 Facilitated technical sessions,
including:
4 on interactive website
• Film making
 Bi-annual Red Carpet
2 • Acting
• Script writing
• Graphic illustration
5 Celebration event in each
country or across boarders
• Creative prose writing
• Dance  All resulting in a new book, a
• Singing and music 6 new film, and a new theatre play
Participate  Learn  Produce  Share  Celebrate

7. Key Outcomes for
Participants
Inspiration  Identification  Empathy
Technical Skills  Self-confidence  Empowerment
Understanding  Cross-cultural Awareness  Teamwork
Sharing  Valuing Others  Link with Technology
Celebration  Experience within Creative Professions
Collaboration  Contribution  Social Action
Access to International Network of Sharing and Support
Tolerance

8. Reactions to Workshop
"I relate to the situations in the storyline and they got me
thinking about other sides of the story and what the
characters are thinking. These situations are also realistic
and would help me to react positively if these situations
arise."
"I think most communities need something like this to
restore certain aspects and patch up gaps that have been
made. It could save a community in a lot of ways."
"I think “positive voodoo” is very relatable and I‟ve also
enjoyed the whole experience."

9. Building up to 2017
Ongoing:
• Production of mini products
• Development of interactive website (1.0, 2.0)
• Development of facilitator training kit (1.0, 2.0)
• Development of school teacher support kit (1.0, 2.0)
Planning Story co- Co-creation
and creation w/other EU Professional
concept DK, UK, countries set-up
SWE
Red Carpet Event Red Carpet Event
2012 2013 2014 2015 2016
Aarhus University follows the process m.f.

10. Aarhus 2017
European Capital of Culture
Big Events
Theatre
groups Care
One or
with About You
more films
different Camp
themes
Unique Book Interactive Unique
teaching series Website Network
materials
But the story never ends!

11. Key Points
The Care About You co-creation framework:
 can be applied to  can be fed with any  benefits go beyond
any age range particular social the participants of a
issue to engage and particular group,
involve people in into their
creating their own communities,
solutions families and lives

12. The Ripple Affect
DENMARK

13. Co-founder
Morten Toft is one of the initiators of Care About You.
He has a background in personal development,
innovation, leadership and change. He is also the
author of several books and holds lectures and
courses on these subjects. Morten was part of the
Butterfly Project in England and Humor & Health
(now Danish Hospital Clowns), two other
successful community service organizations.
He says,
“All people have a talent, a greater potential and the opportunity to
make a difference in the community, in their own lives and those of
others. The question is how to find it, and use it.”

14. Co-founder
Rachel Rouncefield is a former Head of Young
People's Services in Peterborough (UK), where
she has worked to integrate local youth services
and reduce youth unemployment in an area where
young people faced difficulty and disadvantage on
a daily basis.
Rachel now writes reality-based fiction for young adults and publishes
a weekly column entitled “Young at Heart” for her local newspaper.
She also runs personal development and confidence creation
workshops for people from a wide variety of backgrounds.
She says,
“Care about You can bring a full understanding of rights and
responsibilities to young people and thereafter to their own families
and communities.”

15. Team
Co-founders Morten Toft and Rachel Rouncefield collaborated on the
Butterfly Project, which had an empowering affect on 1,000 young
people. Together they have had a professional working relationship
since 1999, and have 25 years of combined community service
organization experience.
The Care About You Operations Director, Richard Harris, is a
community and youth work specialist. He is educated, trained, and has
many years experience in youth theatre and health programs. Richard’s
background and enthusiasm makes him an invaluable asset to the Care
About You team.

16. Team
Morten, Rachel, and Richard, together with their many supporters,
partners, and advisors, are co-creating an organization with young
people that will enrich the lives of countless Europeans.
Rachel Rouncefield, Richard Harris, Morten Toft,
and pilot project participants from 20Twenty.

17. Support / Partners
Denmark United Kingdom
 FO Aarhus  Worker’s Educational Association
 Insights Nordic  Cambridgeshire and
 Aarhus University Peterborough Learning Trust
 SVALHOLM dans  University Centre Peterborough/
 Theatre Catapult Regional College
 10 Academy  Young People’s Enterprise Centre
 Potemkin Film School  Insights UK
 Production School
 20Twenty Theatre
 Aarhus Business College

18. Support
“I am very excited to be a part of Care About You as it is a unique and
new-thinking initiative designed to support young people in discovering
their potential and talent. Through passion and innovative learning
styles „Care About You‟ enables young people to acquire key
competencies that support their personal development while facilitating
diverse and global mindsets.”
Karina Boldsen
Director of Talent Attraction, Vestas Wind Systems A/S