Moray Macdonald – a young person in the 90s
Young Scot was instrumental in opening up the world
Young Scot was burgeoning and throughout the 90s the benefits of increased opportunities and discounts were being extolled across the country.
Although Inverness was no exception, a Milburn Academy pupil with an entrepreneurial spirit spotted a gap in the Young Scot discount offering for Highland teenagers and set about making changes.
This early interaction with Young Scot would set Moray Macdonald on a life-long career trajectory and on track for a fulfilling and distinguished career.
“When I was 14, I got my Young Scot card and book from the school,” said Moray. “It felt like a real moment of transition. All the information in the book was great, but the card with access to discounts was better. Inverness wasn’t over-laden with opportunities for money off – we’d look at the far-off cities of Glasgow and Edinburgh with their myriad discounters, but we did have McDonalds – we wore out or cards there.”
Moray, who is group head of public policy for communications consultancy Instinctif, responsible for Europe, the Middle east and Africa, was at the time also a Venture Scout.
“The Scouts were a group of young people with a roving brief to make sure that the voices of members was heard. Although this is very much the norm now, in the 1990s giving young people access to decision making within youth organsiations was quite radical.
“We were a bit of a force. We weren’t token young people. We were proto-eco-warriors. We did an environmental impact audit of Scout HQ which outlawed non-recycled paper from the office photocopiers.”
As a member of the Venture Scouts Council, Moray and his fellow Council members were asked to take part in a project with Young Scot to encourage uptake and usage of the card through the Scouting movement.
“We took to this project with enthusiasm,” he said. “In a six month project we didn’t just encourage card use, we recruited new discounters. It was something I felt strongly about because of the comparative dearth of participants in the Highlands.
The next significant transition in Moray’s journey towards a successful career was his first significant business pitch.
“We went into a wood panelled room complete with mahogany desk to shoot a pitch. It was intimidating but I had researched the company we were pitching to. I therefore had anticipated their questions, and because I had a strong case, we were successful.”
The pitch secured discounts at a cinema company not just in Inverness but across Scotland.
“In the thousands of times I’ve done a similar thing in my career - pitching ideas and services to prospective customers - that’s still how it’s done. And I’d had that experience at sixteen!”
Moray’s positive experience in the Scouts and working with Young Scot led to a career defining decision.
He said: “I was so enthused by this work that I enrolled on a Youth and Community Diploma course at Jordanhill. I was also a board member at the Scottish Council for Voluntary Youth Organisations. It was something I probably wouldn’t have done without those six months on the Young Scot/Scouts project.”
But the experience wasn’t over and more adventure was on the horizon. As part of the course everyone had to attend a three month placement. Eager to broaden his horizons beyond Scotland, Moray chose New Zealand.
“There I worked with the Ministry of Youth at a policy level. I was part of the process that established the NZ Youth Parliament. One day I mentioned the wonderful Young Scot card and how it had enhanced my life as well as many others.
“Within minutes we were sketching out what a Young Kiwi card and information book might look like. I’d learned at the feet of masters, so I knew what you had to do to build support and demonstrate benefits to a range of stakeholders. I found myself in yet another imposing CEO’s office explaining the benefits of a Young Kiwi discount to the biggest transport company in New Zealand. These situations were becoming more familiar by now.”
Young Kiwi took off almost instantly with a new booklet providing young people in New Zealand with top tips on how to get the most out of young people, and a growing list of discounters. a thing with a book of top tips to get the most out of life for young people and a list of discounters .
Not only was it an impressive legacy for a three month placement, it was also the spark that would light he start of Moray’s career.
“‘I spent a lot of time in the parliament as we built support for Young Kiwi among politicians and key people. One evening I found myself at a party in a corridor – literally, a corridor of power – talking with the then New Zealand Prime Minister Jim Bolger. Jim is from an Irish background, but the old Celtic connections did me no harm, nor did the success of Young Kiwi and it lead to a job as a parliamentary researcher. That in turn took me to the role of Special Adviser to the Minister of Youth Affairs and my three month placement turned into a three year job and a totally new career.”
Moray, who is also a former Chair of the Scouts and currently Chair of walking and cycling charity Sustrans, recognises the parallels between where he started - encouraging Highland retailers to offer Young Scot discounts - and what he does now in international business and as chair of a national charity:
“I do now what I did then. I do my homework, I gather the statistics, I see the issues from the point of view of the people I want to convince and I set out the benefits. Having a Young Scot card seemed to open up the world to me - or at least the city of Inverness. Working with the Scouts and Young Scot opened up an even bigger territory – the idea that even at sixteen you could change the world. Given some resources, a bit of training perhaps and good support, there isn’t much that young people can’t do. My experiences gave me the skills and confidence that I’ve taken on throughout my life. The work I did with the Scouts and Young Scot taught me about the benefits of partnership – again, something I’ve kept coming back to over the years.
“Who knows where a card, access to information and bags of energy and enthusiasm can take you.”
Hot off the press
Media to engage more young people
Building on the success of the Young Scot Package launched in 1987, the Young Scot Magazine began to play a pivotal role at Young Scot. The quarterly publication brought cardholders together and helped young people to share their opinions and creativity.
“It became clear very early on that cardholders wanted to get involved with the magazine. It wasn’t just something they quickly read and then tossed to one side. It was so exciting to have cardholders keen to share their thoughts and ideas.” Fiona McIntyre, Editor
Each edition, dozens of young people would seek a penpal to correspond with. During the late 1980s and early 1990s, young people from all over Europe were linking up using the penpals sections in youth card magazines. All correspondence came to the Young Scot office where it was read, checked and passed on to the cardholders.
“I’ve been remembering how my letter to Young Scot Magazine ended up on the Editor’s desk and we were in touch for the first time. In a way, it ‘saved’ me – I can now look back on it with a huge smile! I was writing back then from ‘down in the dumps’, reaching out to new, unknown contacts around Europe and the responses from Young Scot were and are both a comfort and inspiration, for which I am forever grateful.” Han Pieterse, now 49, Netherlands.
Each day the mailbag at Young Scot would include dozens of poems from young people. So much so that the poetry letters had a mailbox to themselves in the Young Scot office. The poetry would express personal thoughts and feelings, concerns about the world we live in and hopes and dreams about the future. They provided another glimpse into the thoughts and aspirations of our young people. The poetry took up and full page in the Young Scot Magazine at the time and led to the publication of the Young Scot Poetry Book in 1997.
Across Europe, a Magazine Editors Group (funded by the Council of Europe Partial Agreement on Youth Mobility) was formed so that all the magazines could work together and exchange material to promote youth card benefits and opportunities to cardholders. The magazines also featured pan-European campaigns and promotions. At the peak, there were 20 magazines with a readership of over 18 million young people.
Young Scot and the news(papers)…
During the early 1990s Young Scot started its first partnership with the national and local media. It began on the first Sunday of every month with a contribution from Young Scot to the Sunday Post’s colour magazine. Other partnerships developed, and until 1997, Young Scot linked up with The Herald to produce the quarterly Young Scot Magazine. The supplement reached 200,000 people all over Scotland, with editorial control remaining with Young Scot and design and layout jointly planned.
There was also a link with the Daily Record who issued a Young Scot supplement on the first Wednesday of every month, with a readership of over 900,000 across Scotland. This new format was made possible with the support of several partners, including the Scottish Sports Council, Scotland Against Drugs, Health Education Board for Scotland, Campus Travel, The Post Office, Scottish Citylink and the Scottish Community Education Council.
Latterly, the magazine was published as a supplement inside the Scottish Sunday Mail with a circulation of 167,000. Further copies were distributed through local Dialogue Youth Units, schools, youth information points and local youth and community centres. The magazine continued to provide young people with practical and useful information and opportunities to explore new ideas and experiences.
Expanding opportunities and crossing borders
From the UK to Europe
1990 - Young Europeans Dance in Glasgow
Glasgow was European Cultural Capital. With the Dutch (CJP) and Belgian (Carte Jeune) youth cards taking the lead, the European Conference of Youth Cards decided to organise an artistic youth project each year in the European Cultural Capital. The first city up was Glasgow.
That summer, Young Scot delivered ‘Young Europeans Dance in Glasgow’ – bringing together young artists from across Europe. The project was supported by the Scottish Arts Council, Strathclyde Regional Council and The European Commission.
Two young Scottish choreographers, Gregory Nash and Chick Eldridge, worked with a group of young professional dancers from 10 different countries, to create new works. Five performances were given at the Royal Scottish Academy of Music and Drama in August. Young Scot was also asked to consider the needs of young people who were considering a career in dance. To this end, two short courses were delivered that gave 55 young Scottish dancers the chance to work with guest European teachers, Benjamin Feliksdal, Joachim Tappendorff and Ricardo Sibelo.
“Young Europeans was a bold and, I think, rather brave project for Young Scot in 1990. Contemporary dance was not a natural fit, yet the celebration of young people is always in Young Scot’s heart. In one month, we brought together a unique pan-European company of young professional dancers, from across Europe to stretch their imaginations, develop their physical skills and awaken some of their ambitions. Many were trained in classical dance, and their wide range of physiques and dance backgrounds challenged our contemporary choreographers, Gregory Nash, and Chick Eldridge. My admiration of the young people who came together to dance, their commitment, openness and friendship is unforgettable.” Nicky (Tasker) Orr, Event Director.
“For many young people the summer school, was their first experience of dance. Young Scot provided a legacy of support for young people to access dance which continues to thrive today.” Patricia Eckersley, then Head of Dance at the Scottish Arts Council
1991 - 10th Book and England & Wales join the youth card family
In April, the tenth Young Scot Handbook and the one millionth copy rolled off the presses. Twice the size of the original, the 136 pages were packed full of information and useful contacts. Lead singer of Runrig, Donnie Munro, was on hand to launch the book at a gala event in Edinburgh. Special competitions were also included, organised in conjunction with the Scottish Sports Council, the Scottish Health Education Group, Scottish Theatre Marketing and the Scottish Arts Council. The lucky young person who received the book with an added ‘gold seal’ won a trip to the USA.
The first Young Scot National Conference took place in Inverness and brought together 50 young people from across Scotland for a weekend of discussions, workshops and social events. The conference was hosted by Highland Regional Council and organised by the Scottish Community Education Council, to mark the tenth year of publishing the Young Scot Handbook. Workshops on health, environment, mobility, and Young Scot itself continued all weekend, culminating in group presentations and a question time panel chaired by Val McIver, Chair of Highland Region’s Education Committee.
There was also a concerted effort to increase the range of discounts on offer. This was something that cardholders were asking for. National chains were contacted and local discounters were visited in order to widen the opportunities to use the Young Scot Card. Within two months, almost a thousand new discounters were added to the growing list of places giving a warm welcome to Young Scot Cardholders.
“It was a great experience to work with the rest of the team to promote Young Scot and encourage more places to accept the Young Scot Card. If my memory serves me well, it was a pretty nice summer in Scotland that year, so it was good to get out and about and travel. Most places were really happy to have a friendly Young Scot face visit them.” Nicola Munnoch, then Young Scot staff.
During the year, Young Scot also supported the National Youth Agency in Leicester to develop plans to launch a new youth card across England and Wales. In the November,
Susan Symington represented Young Scot at the launch of the new card in London. Prime Minister John Major launched the Under26 Card that offered discounts and information to young people in England and Wales. Young people in Scotland were now also able to use their card south of the border as part of the reciprocal agreement established by EYCA.
1992 Highland First
School leavers in Highland Region became the first in Scotland to be given the full Young Scot Package as part of a national pilot project. Funding from Highlands and Islands Enterprise and the Region’s Formal and Community Education Departments meant that every school leaver benefitted from full membership of Young Scot for one year after they left school.
Almost 3,000 pupils received a Young Scot Euro‹26 Pack, joining the other three million other young Europeans enjoying the variety of discounts and opportunities. Their Young Scot membership also meant that every school leaver was sent a copy of the quarterly Young Scot Magazine.
“This is a crucial year for young people, when they leave the relative security of the school environment and have to survive in the world out there.” Fraser McPherson, Senior Principal Community Education Officer, Highland Region.
1994 Post Office Young Scot Action Fund
With a new sponsor on board, the Post Office Young Scot Action Fund was re-launched on in May 1994 during the European Youth Card Association Conference held at Edinburgh Zoo. Young Scot Cardholder Carolann Drummond from the Hamilton Information Project for Youth was on hand to accept the cheque for £10,000 from Martin Cummins, Head of Public Relations, Post Office Scotland.
Grange Academy meets Lycée Classique of Echternach
International youth exchanges were known to provide a safe environment where young people could meet, share experiences and develop their social skills. At the European Youth Card conference in 1993, Young Scot and Carte Jeunes Luxembourg began to plan a school exchange programme centred around the growth of Young Scot companies in schools. Plans were soon being put in place, with pupils from Grange Academy, Kilmarnock and the Lycée Classique, Echternach, in Luxembourg. Pupils from both schools wrote to each other every two weeks to outline their fundraising plans to help organise the exchange and share ideas on the activities being planned.
“It was also my first visit to Scotland then and I fell in love with that country. Not far from here and yet so different! I discovered so much during that exchange which makes me always want to go back there.” Andree Huberty, Luxembourg.
Later in the year, families on both sides opened their front doors to their guests. Homestays were decided between the pupils to provide a more authentic cultural experience and an opportunity to experience the realities of daily life in the new country – including Mince’nTatties washed down with Irn-Bru. During meetings held at the respective schools, sightseeing visits and a bunch of leisure activities, both groups discovered that, despite their cultural differences, they shared a lot in common, be it the school systems, food, leisure, fashion or music!
1995 Young Scot Expo
To celebrate the 10th Anniversary of International Youth Year (1985), Young Scot organised one of its most ambitious events to date. Young Scot Expo’95 took over the entire Glasgow Royal Concert Hall to put in place the largest exhibition of its kind aimed at young people in Scotland.
Young Scot Expo’95 brought the Young Scot Handbook to life. Over two days, 100 exhibitors including colleges, travel companies, sports organisations, health agencies, financial advisors, youth organisations and many more - stood by as some 7,000 young people from across Scotland laid siege to all the information they could cram into a rucksack. Schools got involved by arranging for senior year pupils to spend a day at the Expo. Discounted travel was provided by both Scottish Citylink Coaches and ScotRail. Radio Clyde provided the DJ to keep the mood upbeat and ensure that all the practical information was broadcast throughout the venue. As well as the exhibitions there were several workshops running throughout, including travel and Explore workshops from Lonely Planet, drug and alcohol prevention, leaving home and money management.
Young Scot becomes an independent charity
Taking the next step
1999 Young Scot becomes an independent charity
As Young Scot began to develop new national programme for youth information and active citizenship, it was decided that the services provided would be best developed as an independent organisation. And, on the last day of 1999, it became independent – officially titled Young Scot Enterprise. Marc Liddle OBE was the first Chief Executive and Martin Raymond was first Chair
“It was an honour to have been elected Chair of Young Scot, as it began it’s new journey as an independent organisation. This was a challenging period and we were all filled with great enthusiasm and optimism for the future. Together with our wonderful staff team, we were totally focussed on establishing Young Scot as the national youth information and citizenship agency for Scotland. The board of directors we formed to help us start that journey deserve a huge amount of credit for their energy and creativity.” Martin Raymond (1999-2005)
“ My first memory of Young Scot was being invited to a presentation by Marc Liddle in Atholl House, along with a lot of other Community Education people. He shared his vision of Young Scot and persuaded all of us to “buy in” to the concept and to agree to contribute to the costs. Funding was always an issue. For me the crucial point in the Young Scot story was when it became an organisation in its own right, with its own Board and Staff. I remember well the away days when the Board and Staff got together to look back at the achievements of the last year and look forward to the key priorities for the forthcoming year. These events were crucial in ensuring good governance and they were also great fun with entertainment being provided by such characters as Sandy Watson, Ted Milburn, Bob Payne and Jim Sweeney. It’s been an honour and a privilege to have been involved with Young Scot for over 30 years, to have been on the Board, chaired the Board and to have been in the company of so many great people over that period of time.” Alan Blackie, Chair, 2005 -2012.
“The values and qualities I associate with the whole of Young Scot’s history are integrity, dynamism, energy, excellent communication – especially listening, tenacity, maturity, thoughtfulness, innovation, resilience and passion…amongst many others I could list. These values and qualities are a tangible thread throughout the work of Young Scot that has for many years been a reliable source of information and a focus for engagement that supports Scotland’s young people to make their own informed decisions and choices about, for example, life and lifestyle, health and wellbeing, study, work, finance, travel, democracy and civil society. As a former board member and then chair of Young Scot I feel privileged to have worked with so many inspirational people – the young people who are the life blood of the organisation; the business partners and volunteers; the peer organisation collaborators, public policy makers and deliverers; the funding partners and the media who have understood, promoted and supported Young Scot and by definition, Scotland’s fine young people.” Dame Sue Bruce, Chair, 2012-2017.
“When I was told that Young Scot was approaching 40 years, I was amazed. My own relationship with Young Scot started over 20 years ago when the organisation was working to issue cards to every young person across Scotland. We’ve come a long way since then. Over 700,000 young people across Scotland have the card, access to rewards and benefits, and can take part in so many exciting opportunities to make sure their voice is heard. As the Chair of Young Scot it is a huge privilege for me to play my part in making sure we support more young people and make sure it is relevant. I am proud about how we have continually provided relevant and up to the minute information for our young Scots throughout the pandemic. I only have one regret – we didn’t have Young Scot when I was growing up!” Elma Murray, Chair, 2017-