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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 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 young people to believe in their INDIVIDUAL POTENTIAL, LIVE ON PURPOSE, realise that THEY MATTER.



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.



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.


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.



Bedroom revamps & packs for disadvantaged young people in poverty aged 11+


1:1 Practical support & acts of kindness for girls aged 11+


An affirmation postal service for young girls 11+


Music Studio / Digital Suite & a lived experience mentoring program.



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. 


An all-age retail-based community hub / social enterprise based within The Potteries Centre in Hanley, Stoke-on-Trent.


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 working 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 with 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.





RUFF & RUBY Youth Charity promotes positive self-esteem & aspirations in young people to be

‘the best version of themselves’.



07812 774 632



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