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Tokunbo Ajasa-Oluwa

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Take a frustrating social issue, some raw young talent and mix with impressive national media partners – then apply some social enterprise magic…

Frustrated at seeing marginalised young people’s potential go to waste, journalist Tokunbo Ajasa-Oluwa decided to bridge the gap between them and a media industry hungry for new blood.

Tokunbo first became involved in youth development projects while working for regional and local newspapers. A ‘Learning through journalism’ programme opened his eyes to the difficulties that young people faced after completing the course. They had the skills but not the experience to land a first job. But without a job, it was impossible to gain experience.

His solution to the problem was Catch 22. Launched in 2007, it is a journalism training academy and communications agency, which produces a free quarterly magazine aimed at young Londoners.

From the start, Tokunbo felt that social enterprise ­– and the new community interest company (CIC) legal structure in particular – was the right choice. Inspired by Jamie Oliver’s Fifteen restaurant and its work with young people with difficult backgrounds, he believed that Catch 22 had to compete in the marketplace rather than exist as a grant-funded project, if it was to be taken seriously by both young people and the industry. “Social business gives us a different energy,” he says.

Tokunbo researched the concept for two years, looking into youth, training and media sectors. He knew that media partners were key to the project’s success but only approached them once everything was in place. “That was the final piece of the jigsaw puzzle,” he says. “You don’t get a second chance to make a first impression.”

Today, Catch 22 has 15 media partners representing the entire industry, including Trinity Mirror, the National Magazine Company (Natmags), Redwood and BBC magazines.

These publishing houses sponsor students through three-month training at the academy (run in partnership with the London College of Communication), and provide work experience placements on their magazines. It gives the industry the opportunity to engage young talent they may otherwise have ignored and to “try before they buy”.

“We’re very much in favour of Catch 22,” says Lindsay Nicholson, editorial director at Natmags. “We know that traditional roots into magazine journalism favour upper middle class, well-connected students. We don’t think that’s good or very healthy for our brand. Partnering with Catch 22 is a start in widening access to the media.”

When not on placements, students also showcase their work through Catch 22’s own, eponymous magazine. Funded primarily by advertisements, students know that the quality of their content contributes to the survival of the publication. This is where the theory becomes practice.

“Our young people see us as within the same market as magazines like Vice – the biggest free publication out there,” says Tokunbo. “The fact that we are a commercial entity inspires them.”

It is this passion, he feels, which will contribute to the academy’s long-term success. The magazine has won excellent feedback and former students have gone on to full-time jobs in the industry. Although it’s challenging work, there are tangible rewards. “It’s really satisfying when I meet up with our young people working at the Economist,” says Tokunbo. “Little nuggets like that give you inspiration that this is working.”

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Quick Facts

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• Approximately 70% of the young people who attend Catch 22’s training academy successfully make it through the course.
• More than 150 applications were made for this year’s course, which could only accommodate 44.
• Catch 22 magazine has a circulation of 25,000 and is distributed in 220 outlets across London.

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