What will be suitable for partnership support?

  • Initiatives that meet our eligibility criteria
  • Initiatives that bring ideas for addressing the current issues facing culture, creativity, education and learning in London
  • Initiatives that can demonstrate 1:1 match investment from other sources (not including in-kind support)
  • Initiatives that are surprising, unusual, and excite us
  • Initiatives that are rooted in supporting infrastructure for cultural learning, think long-term and are focussed on sustainability
  • Initiatives that are prepared to be part of a peer-learning network of partnerships across London learning from each other and testing and trialling ideas
  • Initiatives that can be clearly monitored and evaluated and outcomes/impact shared

Priority will be given to initiatives that have not received partnership investment previously from A New Direction.

What will not be suitable for partnership support?

  • Delivery programmes that have been running for some time and are in need of renewed funding
  • One-off, short-term initiatives without a robust strategy for sustainability and long-term benefit
  • Capital investment
  • Initiatives that do not involve young people
  • Initiatives that are simply looking for grant funding
  • Initiatives from individuals or individual organisations


To be eligible to apply to apply initiatives must:

  • Demonstrate how it will deliver against all of our programme aims, and address one or more of our identified themes
  • Be based in London
  • Be able to demonstrate matched funding from other sources (100% financial rather than in-kind)
  • Have a clear period of activity which will be supported by investment from A New Direction that lasts between one and three years
  • Include at least three partners (and organisations) and have a nominated lead partner who will act as the main point of contact
  • The lead partner must be a registered charity or able to demonstrate it is non-profit distributing
  • Show that young people have/will take a leadership role in developing and delivering the initiative
  • Demonstrate the necessary expertise within your partnerships to contribute significantly to the cultural and creative education landscape
  • If not a new initiative, show how a grant from the Challenge will bring about a step-change in your impact, and build sustainability or capacity within your group to continue to deliver for children and young people

We need space to develop our interestsjpg