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Urban Youth Charity Stand up. Stand out. Stand with. RUFF & RUBY urban youth charity energises, engages & empowers young people to realise their VALUE , reach their POTENTIAL & reshape their WORLD , through innovative programs & services that inspire them to BE THE BEST THEY CAN BE . #LIVEON PURPOSE #THISMUSTBETHEPLACE Who are we? Join the Fam Our Projects Live to Give Connect with Us About Us Get Involved What We Do Donate Contact Supported by: To play, press and hold the enter key. To stop, release the enter key. #YOUMATTER RUFF & RUBY Youth Charity promotes positive self-esteem & aspirations in young people to be ‘the best version of themselves’. #LIVEON PUR POSE Phone 07812 774 632 Email info@ruffandruby.com Connect

THE PROJECT "I used to feel invisible. Now I feel VISIBLE ." VIP [VALUED IMPORTANT PERSON] engages with some of the most vulnerable young people in the city, those who may be facing extremely challenging circumstances and those living in abject poverty and difficult family situations. These young people struggle with low self-esteem, contend with multiple barriers to learning and achieving, can be displaced, live in all types of deprivation, are coping with a terminal illness in the family, family breakdown, health issues, addiction and other issues that leave them feeling isolated and which affects their ability to feel motivated and significantly limits their aspirations. VIP: LOVE provides 121 ‘intentional acts of kindness’ to some of the city’s most vulnerable and marginalised young people aged 11 and over. This experience aims to demonstrate that they matter, to give value, to raise aspirations, to promote positive social experiences, to create positive memories, and to leave a positive legacy in the life of the young person who is identified as ‘in need’ or at risk’. ​ Some examples of our activities are: • Outings and day trips to places such as outdoor activity centres, nature trails, shopping experiences, the cinema, afternoon tea, animal farms, etc • Pamper sessions and personal grooming experiences • Experiences such as recording studio sessions • Practical Prom experiences including providing dresses/suits, accessories and transport. We also deliver fun activities, develop confidence & help them experience new things and make them feel positive about themselves and their futures. We also provide practical assistance and items such as clothing, toiletries & food. ​ Please click on the form below to review the criteria & make an introduction. Complete Form VIP #MYCRIB V alued I mportant P erson Many of these young people live in significantly deprived areas and in homes with extreme social and economic challenges, challenging and often traumatic circumstances, often leaving them with extremely low self-esteem, in some cases suicidal, lacking in confidence, self-worth and aspiration, and very often feeling isolated from friends and social circles. Not only are these young people dealing with some of the most difficult and heart-breaking emotional, mental and life circumstances, the majority are also living in abject poverty, in homes and in bedrooms that are in some cases unfit for living. Through VIP, we see some of the worst of the worst living conditions for young with some not even having carpets on the floor or a bed to sleep on. ​ VIP#MR CRIB bedroom makeovers ( & practical acts of kindness & support) give young people the chance to feel special, to feel valued, and listened to – that ‘they matter’ and that they are worth it. This is possible because we spend valuable time alongside them & ‘with them’ repurposing their bedroom space (& in some cases their siblings & parent(s) in need also) to infuse Hope & positivity - creating a psychologically informed environment. Please click on the form below to review the criteria & make an introduction. Complete Form RED LETTERS For our postal service "Red Letters" affirmation subscription, click the button below. (Girls 11 - 18) Learn More #YOUMATTER RUFF & RUBY Youth Charity promotes positive self-esteem & aspirations in young people to be ‘the best version of themselves’. #LIVEON PUR POSE Phone 07812 774 632 Email info@ruffandruby.com Connect

BE THE CHANGE Ruff & Ruby depends on practical & financial support , both to continue to change the lives of the highly vulnerable young people we connect with across Stoke-on-Trent & to ensure that our work as a charity is sustainable across the city. LIVE2 GIVE As a non-corporate homegrown charity, Ruff & Ruby receives no income from the government, our local councils or housing assets, meaning we have to self-fund. We have to work extremely hard to fundraise through events & by applying for funding awards. That’s why we are totally transparent about how our donations are spent. ​ Our core staff are funded by The National Lottery & we also have volunteers who donate their time, however, we have to finance all the projects to young people ourselves. ​ Donations to Ruff & Ruby are generally deemed as either ‘unrestricted’, where we allocate the funds to areas we feel need them most, or ‘restricted’, where funds are assigned to a specific area or programme in line with the wishes of the benefactor. ​"We do what we can with what we have." # £ : ONE OFF/ MONTHLY FINANCIAL GIFT Ruff & Ruby depends on practical & financial support, both to continue to change the lives of the highly vulnerable young people we connect with across Stoke-on-Trent & to ensure that our work as a charity is sustainable across the city. MONEY TALK What will your donation do?​ If you would like to meet with a member of our finance team before giving a gift, please write to info@ruffandruby.com . ​ All income is managed by Ruff & Ruby’s senior leadership team & charity trustees in line with our charitable aims & objectives. Our annual accounts can be viewed on the Charity Commission Website , along with our trustees’ annual report (TAR). ​ Most importantly, we’d like to say a huge THANK YOU for all your support. We couldn’t do what we do without you! #GIVE IT If you’d like to make a one-off donation to our charity, you can do so in-store, online or by cheque (payable to RUBYGIRL LTD). Our address is The Ruff & Rubyrooms, The Potteries Centre, Quadrant Road, Hanley, Stoke-on-Trent, Staffordshire, ST1 1PS. #DO IT If you’re in a position to do so, you can also set up a standing order for a regular monthly donation of £5, £10, £20 or a different amount. We call this our ‘Top Tenners’ family. To join, simply ask your bank for details or hit the PayPal button. #LEAVE IT By supporting those in need, your life can benefit our life as a charity. If you’re considering making your mark by leaving a legacy gift in your Will, please contact us directly for further details. Please remember to let us know if you have made a donation of any kind, mentioning whether you qualify for the Gift Aid tax relief scheme. You can get in touch with our team by emailing info@ruffandruby.com or calling 01782 774632 . Donate Now Help us to make a big difference First name Last name Email Enter the amount you wish to pay: £ Donate Thank you for your donation! DONATIONS To donate, simply fill in the form with your personal details & amount you request to donate. Alternatively , You can donate by transferring any amount to the following account: Name: RubyGirl Limited Sort Code: 08-92-99 Account Number: 65687031 Reference: R&R Donation* ​ *IMPORTANT NOTE: Please include the R&R reference above to process the donation. ​ We greatly appreciate your support. #YOUMATTER RUFF & RUBY Youth Charity promotes positive self-esteem & aspirations in young people to be ‘the best version of themselves’. #LIVEON PUR POSE Phone 07812 774 632 Email info@ruffandruby.com Connect

OUR#DNA WHO AREWE Ruff & Ruby est. 2010 is more than just a Stoke-on-Trent-based homegrown youth charity. We are an urban movement of generation game-changers, legacy infusers, innovators & hustlers of culture. ​ Ruff & Ruby is a KINGS AWARD-winning urban youth charity that exists to promote positive self-worth & aspirations in young people through innovative programmes & services. ​ Our positive, asset-based approach has been designed to promote an attitude of gratitude. ​ We foster an ‘I CAN’ culture, encouraging each young person to BE THE BEST THEY CAN BE regardless of their life chances or opportunities. ​ As a faith-influenced charity, Ruff & Ruby is committed to supporting young people aged 11 & above of all faiths & no faith. OUR AIMS Our mission is to raise self-worth and aspirations in young people, acting as a positive movement for change within our city. We seek to engage, energise and empower yo ung people to believe in their INDIVIDUAL POTENTIAL, LIVE ON PURPOSE, & realise that THEY MATTER . THE NEED Local government indices have identified that 31% of Stoke-on-Trent’s lower super output areas (LSOAs) are in the 10% most deprived in the UK (Indices of Deprivation/English Indices of Deprivation 2010 – Communities and Local Government). The city has also been identified by the UK Government as one of 12 Opportunity Areas (OAs) nationally, launched by the government to raise education standards and provide every child and young person in the area with the chance to reach their full potential, including a focus on the choices young people make from the age of 16. Social, mobility ‘coldspots’ (including the city centre) have been identified using the new Social Mobility Index which sets out the differences between where children grow up and their chances of succeeding in adult life. In addition, social prescribing is also high on the agenda with local GPs and healthcare professionals in the city, looking to connect patients with community activities and services. It’s estimated that around 20% of GP visits are for social problems rather than medical ones, at a cost of nearly £400 million (A Very General Practice – CAB 2015). There is a need to provide non-clinical services that can meet the social, emotional and practical needs of the community to improve health and well-being. # THIS IS HOW WE ROLL Our programmes and services include: ​ MOTIVATIONAL TED-style talks delivered by our CEO & award-winning youth communicator, Dawnie Reynolds & lived-experience Crew members. Suitable for events, festivals, churches, & fundraisers. ​ FRESH PERSPECTIVE : Multi-media topic-based Workshops for educational establishments (Year 6 primary, high schools [years 7-13], ALPs, PRUs, colleges, youth groups & community groups. ​ ​ LIVE: Our positive mental health & suicide prevention roadshow, in conjunction with MIND North Staffs mental health charity, features the story of Caitlin O Reilly & Charlie Maccas. ​ # VIP ​ #VIPMYCRIB Bedroom revamps & packs for disadvantaged young people in poverty aged 11+ ​ #VIPLOVE 1:1 Practical support & acts of kindness for girls aged 11+ ​ #VIPREDLETTERS: An affirmation postal service for young girls 11+ ​ SOUND ADVICE Music Studio / Digital Suite & a lived experience mentoring program. ​ # DESIGNYOURFUTURE ​ WORKSHOP: A 6-week x 1-hour innovative employability experience for young people struggling with low aspirations & lack of motivation. Aged 16 - 24. ​ WORK-IT: An inspiring volunteer opportunity & experience within our community hub, The Ruff & Ruby Roomz within The Potteries Shopping Centre. ​ ​ The RUFF & RUBY ROOMS An all-age retail-based community hub / social enterprise based within The Potteries Centre in Hanley, Stoke-on-Trent. # SAFEGUARDING Ruff & Ruby’s lead child protection officers have been trained by the Local Safeguarding Children Board (LSCB) to a Level 2 standard. Our team also works closely with The Potteries Centre’s security personnel, & both floors of the Ruff & Rubyrooms are monitored by CCTV for safety. The fast-growing SOT YOUTH COLLECTIVE was established in September 2021 by Dawnie Reynolds [Ruff & Ruby Urban Youth Charity]. This was birthed out of a passion to see youth-focused organisations of all sizes & shapes work more effectively together promoting a ‘joined up approach’ in order to more effectively impact a generation & shape a decade of young people to be able to foster the cities legacy ‘ UNITED STRENGTH IS STRONGER ‘ promoting a joined-up approach rather than ‘silo mindset’ in order to deliver on a more effective impact. The SOTYC has now over 90 multi agencies, third sector, private, public & local voluntary organisations w orking together modelling AUTHENTIC PARTNERSHIP & GENEROUS LEADERSHIP . ​ The Stoke-on-Trent Youth Collective is an all-talk, all-action purpose-driven movement for change. The network is to support & connect organisations delivering on early intervention, prevention & innovative engagement w ith young people living in Stoke-on-Trent. ​ The collective provides a platform to share good practices, resources and knowledge and to coordinate their delivery to maximise the offer for young people with a highly effective joined-up approach. OUR PURPOSE SOTYC WEB OUR AWARDS #YOUMATTER RUFF & RUBY Youth Charity promotes positive self-esteem & aspirations in young people to be ‘the best version of themselves’. #LIVEON PUR POSE Phone 07812 774 632 Email info@ruffandruby.com Connect

RED LETTERS #GUDGURLGOSS! ​ For adults, RED LETTERS have always had a negative connota tion - being a letter through the post telling you that you owe some money to a bank, or a last-chance reminder to pay a bill that you haven’t paid or can’t pay. ​ As a charity, we have taken this ‘Red letter’ concept of communication through the post, but rather than a negative vibe we have turned it on its head using the positivity that we started with 13 years ago: ​ RUBIES ARE RE D - our original name RUBYGIRL comes from a biblical proverb that says ‘ a girl's worth is more than rubies & Jewels’… [PROVERBS thirtyone] So RED LETTERS IS GUD GIRL GOSS TO UPLIFT, INSPIRE, EMPOWER & MOTIVATE. ​ GET THE MOST OUTTA THE POST In high schools, we did a poll & it turned out that everyone hardly gets a post anymore! – Young people hadn’t experienced the excitement of bombing down the stairs & waiting by the letterbox for Mister or Missy Post - person to deliver a personal letter or card just 4 them - & the anticipation as you open it & read it THAT put a SMILE ON YA DIAL! ​ The digital world can make life better in loads of ways, but along with the sometimes negative effects of social media has also de-personalised that personal impact of connection & community. ​ So RED LETTERS is an old-skool letter through the post, sponsored by Royal Mail. ​ It is what it says – a letter in a distinctive RED envelope with a wax RUBY stamp on it - a unique letter that comes through the post for girls 11-18 years regularly to: ​ • Raise self-worth & raise aspirations. • Provide positive affirmations • Remind young girls that #theymatter & have place in this world. • Improve mental health. • Promote positive mindset & self-talk JOININ’ THE RED LETTER ‘GURL GANG'? SIGN UP FOR RED LETTERS Girl's Name Last name Email Date of Birth House Number Street Name County Postcode Submit Application Thank you for applying! We will contact you soon. Simply type in your deets / or your daughter’s deets (if you are a parent or carer) and a FREE RED LETTER will be on its way to your/their letterbox at the start of each month. ​ ​​ Fill out your details . Hit the subscribe button below. Chill by your letterbox at the start of each month for your Red Letter to DROP. ​ All details are used strictly as a part of the Red Letters Project. See our "Privacy Policy " & "T&Cs " for more information. #YOUMATTER RUFF & RUBY Youth Charity promotes positive self-esteem & aspirations in young people to be ‘the best version of themselves’. #LIVEON PUR POSE Phone 07812 774 632 Email info@ruffandruby.com Connect

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#JOINTHE FAM LIVE ON PURPOSE YOU can make a massive difference in the lives of vulnerable young people by volunteering, donating goods or money, arranging a fundraiser through Just Giving , sponsoring an item or event, adopting us as your charity of the year, or just popping into our venue in The Potteries Centre to collaborate, have a brew, or buy something. VOLUNTEER Volunteering is at the heart of our charity! It doesn’t matter how much time you have to spare. Anyone 13 - 65 years old can become a Ruff & Ruby ‘vollie’. ​ Get involved in something you are passionate about through our community hub, work with schools, SOUND ADVICE music studio & digital suite, #VIPMYCRIB bedroom packs, mental health projects, developing fashion ranges, delivering lived experience mentoring, office operations, admin or fundraising. We have an extensive number of opportunities! If you are over 18, an informal interview will be held to confirm your suitability. An enhanced DBS check (paid for by us) will also be required for all successful applicants before they can begin working with Ruff & Ruby. If you are under 18, a full risk assessment will be undertaken before your start date. If you’d like to get involved, simply download & return a completed copy of our ‘vollie’ form . ​ If you're under the age of 18, you will also need to complete the permission form . GROW YOUR BIZ Are you thinking of starting a business? Perhaps you’re already running one? ​ If so, we’d love to help you deliver your services or increase your sales, whilst having a charitable purpose, by offering floor space to display & sell your products @ The Ruff & Rubyrooms / Potteries Centre Hanley (opposite Lush), which will assist our work across the city with young people in disadvantage. If you’re interested in partnering with us or starting your own business in The Potteries Centre, email us info@ruffandruby.com or call 01782 774632 for further details. ​ Click here to complete our partnership form. CORPORATE CONSIDERATIONS We would like to honour our current business sponsor: AUTONET , who provides our charity vehicle, which enables us to conduct our daily activities and market the charity. ​ We are always looking for new businesses to partner with us and get involved with sponsoring various facets, that may be up your street, and within your capacity to help. ​ For some of our projects, we are aware that for local businesses there are potential partnership CSR benefits. ​ These are, but not limited to: ​ Recognised marketing opportunities with the alignment of SOCIAL VALUE & IMPACT Rates Reduction Tax Offset CSR Targets Extensive Publicity through Local MEDIA Publicity through Citywide Networks / Social Platforms Local & National Recognition Sponsorship ​ Most importantly, we’d like to say a huge THANK YOU for all your support. We couldn’t do what we do without you! DONATE YOUR ITEMS You can help us to continue delivering our services by donating any items you no longer use or need. We accept: ​​ Clothing (men’s, women’s & kids) Footwear & accessories Store vouchers New toiletries Bedroom soft furnishings (new) Donate Now #YOUMATTER RUFF & RUBY Youth Charity promotes positive self-esteem & aspirations in young people to be ‘the best version of themselves’. #LIVEON PUR POSE Phone 07812 774 632 Email info@ruffandruby.com Connect

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OUR CREW #OURCEO The team behind our urban youth charity is headed up by CEO & Project Founder Dawnie Reynolds, who has been involved in pioneering & innovating youth projects all over the UK & abroad for the last 35 years. Before founding Ruff & Ruby in 2010, Dawnie – an original ‘Stokie’ – has worked locally in education, inclusion & youth initiatives across the Potteries for 25+ years. ​ With extensive experience & expertise in her field, Dawnie continues to engage in daily ground-level youth work despite her role as Ruff & Ruby’s CEO. She is a highly acclaimed motivational youth communicator who pioneered the original UK-wide Soulsista movement & has spoken at large-scale national youth events in front of groups of up to 12,000 young people with The Message Trust, Manchester & Oasis Trust London. ​ Dawnie & the crew, along with associates & volunteers, have extensive experience delivering high-quality presentations & training for individuals & organisations looking to learn more about the needs of young people & youth culture. She is available as a motivational speaker & an MC for workshops, awards ceremonies, youth & young adult events, festivals, church services, project launches & staff training events. To check Dawnie’s availability, please contact +44 (0)7812 774632 ​ “Dawnie is not just one of the most compelling & dynamic communicators I know, but she also has a massive heart for people. It’s a winning combination & I can’t recommend her highly enough.” ​ ~ Andy Hawthorne OBE, Founder & CEO, The Message Trust "A job is something you're paid to do... a calling is something you're made to do!" The Ruff & Ruby crew are a team of incredibly creative workers & volunteers who come from a broad range of lived-experience backgrounds. Each of our members has their own story to tell, making them authentic & positive role models. We work closely together to reframe the negative messages within modern youth culture, encouraging disadvantaged young people in Stoke-on-Trent to make better lifestyle choices, raise their aspirations & realise their self-worth. We firmly believe young people should ‘stand for something, rather than fall for everything ’. #LIVEPON PURPOSE # TRUSTEES Ruff & Ruby’s senior leadership team is made up of four local trustees & a special advisor. Together, they have a comprehensive working knowledge of the criminal justice system, youth work, education, project management, finance & business, & tackling poverty. This group works alongside Dawnie & the rest of her team to deliver progressive & robust processes that place people at the heart of everything the charity does . If you’d like to learn more about Ruff & Ruby’s trustees or its annual accounts & reports, please visit our page on the Charity Commission website. # PATRONS Ruff & Ruby is blessed to have two fantastic local patrons: charity campaigner & mum of superstar Robbie Williams, Jan Williams; & Oscar-winning actor Rachel Shenton. ​ Rachel & BBC television presenter Beccy Wood both generously donate their pre-loved clothing, which can be purchased from the Ruff & Rubyrooms social enterprise in The Potteries Centre. All proceeds are invested back into the charity. YOU MATTER RUFF & RUBY urban youth charity energises, engages & empowers young people to realise their VALUE, reach their POTENTIAL & reshape their WORLD, through innovative programs & services that inspire them to BE THE BEST THEY CAN BE ​ #LIVEONPURPOSE Phone 07812 774 632 Email info@ruffandruby.com Connect

OURBACKSTORY ‘RUBYGIRL’ was founded on 11th November 2010 by our CEO Dawnie Reynolds - originally focusing on supporting young girls with low self-worth & aspirations along with poor mental health. Dawnie grew up below the poverty line & was bullied at school. During her childhood & adolescence, she experienced relational abuse, mental health issues & an eating disorder. When she was 14, a youth worker spotted her potential & gave her the opportunity to volunteer at her local youth club, which changed the trajectory of her life. These life experiences helped Dawnie to find her faith & motivated her to change her generation & unpack her purpose...FINDING HER WHY . She left Stoke-on-Trent at the age of 19 to join a charity in London & subsequently worked & travelled across the UK & overseas, pioneering & developing inspirational youth projects such as SOULSISTA & LIFT skatepark along with working alongside UK youth organisations such as The Message Trust, returning to her home city more than a decade later. Back in Stoke, Dawnie launched & developed some motivational one-off events for girls across SOT called GIRL international before working with 2 of the local high schools mentoring young people, delivering inclusion interventions and creative youth engagement programs. She then began working with STOKE-ON-TRENT COLLEGE & was Inspired by meeting JAN WILLIAMS (Robbie's Mum - Now a Patron) after working on a 'POP IDOL' event together (with Jan as a judge!) at the heart of the estate on Bentilee. It was at this time that Jan encouraged Dawnie to start a charity for young people in Stoke on Trent, and Dawn along with an army of volunteers, began the charity journey, starting out as "RubyGirl ft. Ruff Diamondz", which then became "RUFF&RUBY" ​ The rest, as they say, is history... #YOUMATTER RUFF & RUBY Youth Charity promotes positive self-esteem & aspirations in young people to be ‘the best version of themselves’. #LIVEON PUR POSE Phone 07812 774 632 Email info@ruffandruby.com Connect

OURPROJECTS Ruff & Ruby is invested in PURPOSE DRIVEN PROJECTS . 01 Workshops Multi-media topic-based workshops for schools, colleges, ALPs, PRUs, youth groups, & community groups. Learn More 02 The Ruff & Rubyroomz Retail-based All-Age Community Hub, ft. DESIGN YOUR FUTURE, Volunteering Experience, at The Potteries Shopping Centre / Hanley, Stoke-On-Trent Learn More 03 Sound Advice [music studio & digital suite] • Music Production • Song-Writing • Beat Making • Mixing & Mastering • Teenage Rap 'n' Record Parties • Personal Branding & Content • Photography & Videography • Graphics & Motion Design Learn More 04 THE CAITLIN O'REILLY FUND Positive Mental Health & Suicide Prevention Workshops. Girl's Slogan Fashion Range Worthy 1:1 Mentoring ​ Learn More 05 VIP [valued. important. person.] VIP #MYCRIB LADS & GIRLS (11+) VIP LOVE ( GIRLS 11+) VIP REDLETTERS GIRLS (11 - 18s) Learn More 06 VIP RED LETTERS An affirmation-based postal service for young girls aged 11 - 18, across Stoke-on-Trent & Staffordshire. ​ To subscribe / learn more click below. Learn More #YOUMATTER RUFF & RUBY Youth Charity promotes positive self-esteem & aspirations in young people to be ‘the best version of themselves’. #LIVEON PUR POSE Phone 07812 774 632 Email info@ruffandruby.com Connect