EYCA Excellence PR & Communication Award presented in recognition of new Young Scot magazine and podcast ‘This Is How AyeFeel’.

Young Scot scooped the EYCA Excellence Award in recognition of the new YS Magazine perfectly pitched to provide 11 to 12-year-olds with information as they prepare to become Young Scot National Entitlement Card holders. Our new ‘This is How AyeFeel’ 12-part mental health podcast was also acknowledged as part of the PR & Communications Award.

The EYCA Excellence Awards, held this year in Lecce, Italy, celebrate the best youth projects across Europe. Winners are chosen by the 56 EYCA member organisations and presented during the annual EYCA Conference.

We are the Scottish member of the European Youth Card Association (EYCA) and our Young Scot National Entitlement Card is also a European Youth Card, which gives young people the opportunity to do more so they can reach their full potential in Scotland and in Europe. The European Youth Card is packed with tens of thousands of discounts on travel, culture, accommodation, education, services and products in 36 countries across Europe – on offer to six million young people.

We’re proud to be recognised in the prestigious EYCA Excellence Awards and share our project successes with our colleagues in Europe.

‘This is How AyeFeel’

Our ‘This is How AyeFeel’ podcast launched in February 2024. Recognising the changing ways in which young people, particularly those who are 18 years and over, access media and information, we launched a 12-part mental health podcast, to provide a platform for candid conversations surrounding mental health and maintaining positive emotional wellbeing.

Hosted by Capital Scotland’s DJ Katy J the podcast provided a platform for candid conversations surrounding mental health, breaking down stigma and included award-winning climate activist and ethical influencer Laura Young, first openly gay professional Scottish footballer Zander Murray, and Glasgow rapper and winner of BBC Introducing’s Scottish Act of the Year, Bemz.

Since the podcast launched, it received 2,321 total podcast downloads and 1,239,531 impressions and 46,685 engagements on social media. There were 569,514 total video views of podcast content.

YS Magazine

In 2024 we launched our YS Magazine, packed full of puzzles, stories and discounts, it is perfectly pitched to provide 11 to 12-year-olds with information as they prepare to become Young Scot National Entitlement Card holders - and European Youth Card holders. 

The schoolbag-friendly magazine was delivered to over 55,000 young people as an offline source of information for young people and an introduction to their Young Scot National Entitlement Cards – which gives them access to free bus travel, 1,000s of discounts at retailers and venues across Scotland and Europe, discounted train & ferry travel, Proof of Age – and access to Young Scot Rewards.

Issue 1 included a cyber feature focusing on the early days of device ownership and access to social media – including tips on cyber security, spotting misinformation, and being a good digital citizen.   

Young Scot CEO Kirsten Urquhart said: 

“Providing a free source of offline information to young people within this Young Scot age range has been central to our vision and I am thrilled to launch the first edition of YS Magazine, which also includes features on having fun outdoors, our Young Scot Award winners and book recommendations.  

“To support them to thrive and have fun, it is crucial that we engage with, and hear from all, young people and reach those who are not yet able to access our quality-assured information via social media accounts”