Singer-songwriter Joy Crookes is collaborating with global outdoor lifestyle brand Timberland for the European wide “My Community. Our Nature” campaign, which will see the artist connect with her south-east London roots to champion youth clubs and encourage creativity through workshops, an employment pathway and a collaborative urban greening project.
Having been born, and still living in Elephant & Castle, Joy is proud to be leading a community-driven initiative at InSpire Youth Club, based in St Peter’s Church not far from where she lives today. Ahead of her hotly anticipated debut album Skin, arriving on October 15th, and riding the wave of her growing success, she is still firmly rooted in her local community and keen to spotlight and equip the future generations with confidence and guidance. Music and nature are embedded in this project as the common ally in giving them a sense of purpose.
InSpire at St Peter’s Church is a community-based charity that provides the local youth of Walworth – as part of the Elephant & Castle area – with a safe place to socialise and build their confidence with weekly drama and music workshops. These workshops boost creativity, promote inspiration, and also nurture a sense of identity and community for local young people.
CULTURE + IDENTITY
Culture and identity are also common themes in Joy’s narrative and public dialogue. Joy has witnessed the downfall of local communities due to austerity and gentrification; working with Timberland has given Joy the tools and resources to invest time and energy to address this.
As one of four European community projects that Timberland is investing in, Joy’s initiative with the young people of Inspire youth club will have the opportunity to be part of a bigger Urban greening project for SS22. All four projects will be put to the public vote with one being chosen to undergo a large-scale transformation and long-term pledge which will benefit the future of that community tenfold.