The London Riots (2011) negatively shaped the way young people were / are perceived. Feeling aggrieved by negative societal perceptions, young people wanted to challenge the masses in a creative way and one that would have the greatest impact. The result was an on-street campaign challenging peoples’ stereotypes; a photographic exhibition, and a short film. The short film received over 100,000 hits online, screened at local secondary school, and won eight film awards (both national and international).