:00:04. > :00:07.What's the best way to clean up our streets? I've a few pointed
:00:07. > :00:16.questions. Why did you put it down, then?
:00:16. > :00:21.Let's find a bin. Just there, just there. OK. And while we are at it
:00:21. > :00:24.have Sunderland discovered the way to clean up footballers' antics?
:00:25. > :00:27.What does he really need from you guys? Who said love? Yeah, he loves
:00:27. > :00:33.you. And the Inside Out job seekers go
:00:33. > :00:36.back to the classroom in their hunt for work. Lots of jobs I have had,
:00:37. > :00:42.you have never needed to do maths. It's like when you say two pie R,
:00:42. > :00:52.what is a pie? Something you'd eat. Stories from the heart of the North
:00:52. > :01:01.
:01:01. > :01:03.East and Cumbria, this is Inside Tonight's programme comes to you
:01:03. > :01:08.from the spectacular Lumiere Festival in Durham, which looks
:01:08. > :01:13.fabulous. But imagine how this view would be ruined if it were covered
:01:13. > :01:16.in rubbish. Cleaning up our litter reportedly costs us all here in the
:01:16. > :01:26.North around half a billion pounds a year. Money that cash-strapped
:01:26. > :01:28.
:01:28. > :01:34.councils can ill afford. So, does Three Northern towns trying to
:01:34. > :01:36.become cities. Trying to deal with one problem. It's like a bomb's
:01:36. > :01:42.gone off, really, sometimes. Disgusting, everything is on the
:01:42. > :01:45.floor, chips, sickness, gravy, grease. The British are the fattest
:01:45. > :01:49.people in Europe, they just cannot control themselves. And they do not
:01:49. > :01:52.care about the public space. Councils in Doncaster, Bolton and
:01:52. > :01:58.Middlesbrough have told us that picking up litter is a waste of
:01:58. > :02:02.money. It comes out of your pocket. And if you thought it was not a
:02:02. > :02:07.problem, well, take another look. Every place has a different tactic,
:02:07. > :02:11.in Doncaster they will hunt you down, then nab you. I am Doncaster
:02:11. > :02:21.Council's enforcement team, I need to speak to you as well, please.
:02:21. > :02:26.
:02:26. > :02:29.You both dropped your litter. is possibly the toughest council in
:02:29. > :02:32.England when it comes to litter enforcement. If you drop litter,
:02:32. > :02:35.then you get fined for it. �75 for littering. Paul Scarborough and his
:02:35. > :02:38.colleagues actually have targets for the amount of fines they hand
:02:38. > :02:41.out. Because they say being all nicey-nicey just doesn't wash.
:02:41. > :02:45.Really, we have got to be in a situation where we have got to have
:02:45. > :02:47.teeth. And the �75 is the teeth. And they do it because they'd
:02:47. > :02:54.rather not spend money from increasingly stretched budgets on
:02:54. > :02:57.picking up our rubbish. In England alone, local authorities spend
:02:57. > :03:01.every year over �880 million on street cleansing and that's money
:03:01. > :03:05.which obviously could be much better spent on other things.
:03:05. > :03:08.Doncaster would have �3 million every year to spend on other things.
:03:08. > :03:11.Across the Pennines in Bolton, litter costs �2.8 million. In
:03:11. > :03:20.Middlesbrough, they don't know the exact cost but the council takes a
:03:20. > :03:23.totally different tack. They focus much more on changing people's
:03:24. > :03:27.behaviour And if that doesn't work, well, they tell you off. Will the
:03:27. > :03:30.man in the black jacket and the grey pants please pick up the
:03:30. > :03:36.litter. You are being monitored by CCTV. Five years ago, talking
:03:36. > :03:40.cameras were brought in. I do think it works, we do have 21 cameras so
:03:40. > :03:43.that covers a lot of ground and a lot of people, so they do pick up
:03:43. > :03:47.the litter. Have you ever seen it work? Yeah, we have got some
:03:47. > :03:51.footage of a lady, actually, who, on a night out, has ripped up a
:03:51. > :03:54.Yellow Pages book. The talking camera spoke to her and asked her
:03:54. > :03:59.to pick up the litter and she went back and picked up every piece and
:03:59. > :04:03.put it in the bin. In Doncaster, they find fear works better.
:04:03. > :04:10.they are caught, they will be fined. And therefore, we hope that it is
:04:10. > :04:14.in the back of people's minds that it could be them who is caught next.
:04:15. > :04:18.That is why the zero tolerance thing works. But not with everyone.
:04:18. > :04:21.I flicked my cig, and then they have ended up fining me and making
:04:21. > :04:31.me do a litter picking course. It is this Government's way of making
:04:31. > :04:32.
:04:32. > :04:34.easy money. So they can sit on their casts and get paid for other
:04:34. > :04:37.people's mistakes, which is how the Government works. In Doncaster,
:04:37. > :04:43.last year, they raised a cool �120,000 in fines. Compared to
:04:43. > :04:47.�6,000 in Bolton and Middlesbrough, just �250. I think what we have got
:04:47. > :04:50.is a measure of success, because we do not need to fine people. So you
:04:50. > :04:53.do not worry that Doncaster is raking money in for the Council and
:04:53. > :04:56.you are not? Is Doncaster cleaner than Middlesbrough or not? Well, no.
:04:56. > :05:00.But litter is such it tricky issue, even campaign groups are arguing
:05:00. > :05:05.about it. It is a British institution, Keep Britain Tidy,
:05:05. > :05:07.based in Wigan, has been around for 50 years. But now a new band of
:05:07. > :05:15.litter activists say continuing to fund it is throwing taxpayers'
:05:15. > :05:19.money in the bin. Their campaigning just has not worked, and if you ask
:05:19. > :05:22.me to provide evidence of that, I would say, well, there are streets
:05:22. > :05:27.like this all over England. John Read launched Clean Up Britain this
:05:27. > :05:31.year with the help of celebrities. Litter is a big issue in this
:05:31. > :05:36.country. It has grown in 500 % in the last 20 years. Now, you would
:05:36. > :05:39.not throw litter in your own house, you would put it in the bin. They
:05:39. > :05:42.are a group of private individuals who have got together with a range
:05:42. > :05:44.of professional skills, totally on a voluntary basis to run this
:05:44. > :05:48.campaign. And by saying Keep Britain Tidy is failing, they have
:05:48. > :05:52.caused quite a stir. It is disappointing to be attacked, we
:05:52. > :05:55.campaign and try and get things on the media as well, so it does seem
:05:55. > :05:58.a bit daft to try and set up something which is setting up
:05:58. > :06:01.against us. But that is what they have chosen to do. But Keep Britain
:06:01. > :06:05.Tidy's campaigns, like this, are part funded by the taxpayer and on
:06:05. > :06:10.top of that they ask councils in towns like Doncaster for even more
:06:10. > :06:13.money. Can we afford it? In Bolton, they are already feeling the pinch.
:06:13. > :06:19.Unfortunately, the cut backs and everything that we have had, it has
:06:19. > :06:22.deteriorated. Because of the workforce, unfortunately. We are
:06:22. > :06:26.actually trying to make sure that people do not drop litter in the
:06:26. > :06:29.first place, it is a mind change that we need. When we had areas
:06:29. > :06:32.that were exceedingly poor, especially in the North of England,
:06:32. > :06:40.people always used to go out and clean the street in front of their
:06:40. > :06:50.houses. It did not stop that pride in where they lived. Where did that
:06:50. > :06:50.
:06:50. > :06:53.I wrote a book about litter and the meaning of litter. It is a symptom
:06:53. > :06:57.of the breakdown of our society in which people do not really have
:06:57. > :07:01.close social relations with each other. They do not even eat
:07:01. > :07:06.together, except in the street. So, if you look at the rubbish here,
:07:06. > :07:09.you can see quite a lot about what we have become. Look at this, we do
:07:09. > :07:12.not live in the Sahara, nobody needs this, you do not need to
:07:12. > :07:14.rehydrate yourself every few minutes here. I can tell you from
:07:14. > :07:21.clinical experience, that the people who drink this stuff are
:07:21. > :07:24.alcoholics. So, you can see all along here that there are quite a
:07:25. > :07:28.few alcoholics who have come along here and they drink in the street.
:07:28. > :07:31.It is not an urban problem alone, and in fact some of the most
:07:31. > :07:36.disturbing things about the litter is the way that it is distributed
:07:36. > :07:40.along rural roads. Here is one random stretch of a rural road near
:07:40. > :07:44.Middlesbrough. Look closer. Even if you think littering is wrong, dare
:07:44. > :07:47.you intervene? Evren Anil confronted two teenagers for
:07:47. > :07:51.throwing rubbish into his sister's car in Crystal Palace. He was
:07:51. > :07:57.punched in the face and he died from a head injury. And this year,
:07:57. > :08:01.a man in Manchester was assaulted after challenging a gang. The thing
:08:01. > :08:05.is, if we see somebody do it, what are we supposed to do? Does it take
:08:05. > :08:10.guts to tell people off for littering? I do not know if you
:08:10. > :08:14.noticed, you dropped some litter just there. A fag packet. Oh, yeah.
:08:14. > :08:18.So, why did you do it? Go on, just tell me why. It is a habit. Are you
:08:18. > :08:22.going to stop it? I am, yeah. Cheers. Why did you put it down
:08:22. > :08:27.there? You have just put it down there for somebody to pick up. Well,
:08:27. > :08:37.I know you are sorry. So, let's find a bin. Just there, just there.
:08:37. > :08:40.It is embarrassing, isn't it? It is embarrassing.
:08:40. > :08:43.Most people, when you tell them about it, they know they have done
:08:43. > :08:49.wrong, and they put it right. But they have done it, haven't they?
:08:49. > :08:52.If councils did not pick up litter, then who would? Well, Middlesbrough
:08:52. > :08:55.and Bolton councils have accepted our challenge, not to clean the
:08:56. > :09:00.streets to see what would happen. The question is, do we really want
:09:00. > :09:10.to keep Britain tidy? Bolton agreed to leave 100 metres of a town
:09:10. > :09:16.
:09:16. > :09:19.I am shocked, and I think the majority of people who see that
:09:19. > :09:24.kind of litter were quite shocked at what they saw because normally
:09:25. > :09:34.that would have all been cleared away in the early hours. We asked
:09:35. > :09:37.
:09:37. > :09:40.But in Middlesbrough, it is going to be a much tougher job. The
:09:40. > :09:44.council left one mile of its busiest road uncleaned for a whole
:09:44. > :09:50.weekend. It is disgusting. Loads of plastic bags everywhere. Crisp
:09:50. > :09:56.packets. Fag packets. Maybe they should have come at eight o'clock
:09:56. > :09:59.in the morning, it is a bit too late. Would you say that actually
:09:59. > :10:03.it damages your business? Definitely. Because after a period
:10:03. > :10:08.of time, the path here is so dirty, I mean, every so often I bring the
:10:08. > :10:18.jet wash to wash it ourselves. Cleaning our own bit of the street
:10:18. > :10:18.
:10:18. > :10:27.might not be a bad idea with And in this one Middlesbrough road,
:10:27. > :10:30.we collected 26 full bags of rubbish. Food for thought? One of
:10:30. > :10:33.the things I say to people is next time you see somebody dropping a
:10:33. > :10:37.crisp packet on the floor, just imagine that is them dropping your
:10:37. > :10:40.five pound note, because you are paying to pick it up.
:10:40. > :10:43.Now, if you have ever tackled someone who you have spotted
:10:43. > :10:50.dropping litter, I would love to know about it. So why not tell me
:10:50. > :10:54.Last week it was announced that Alcan in Northumberland is to close
:10:54. > :10:56.with a loss of more than 500jobs. They, of course, will be added to
:10:56. > :11:02.the unemployment statistics for the region, which are already running
:11:02. > :11:05.at a 17 year high. But the stats are about more than just numbers.
:11:05. > :11:15.We have been following a group of people from the North East and
:11:15. > :11:25.
:11:25. > :11:28.Cumbria, to find out what it is Obviously, it has been very
:11:28. > :11:30.difficult trying to find a job, even though I class university as
:11:30. > :11:36.experience in my working environment, a lot of companies and
:11:37. > :11:40.galleries want experience in the field. After completing a textile
:11:40. > :11:46.course at the University of Cumbria, Amanda is hoping to get a job using
:11:46. > :11:49.her new skills. I always knew it was going to be hard, unfortunately
:11:50. > :11:52.the recession made it harder. Amanda is working on some of her
:11:53. > :11:56.designs to sell online but is having little luck in getting her
:11:56. > :12:03.dream job in the textile industry. You graduate, you do all this work,
:12:03. > :12:08.and somebody tells you you have to work in a Booze Buster. I just...
:12:08. > :12:12.It is a lot of work to just give it up to do a job you do not want to
:12:12. > :12:15.do. I would like a job that I could at least put some of my skills
:12:15. > :12:25.learned at university to the test. Just really using what I have been
:12:25. > :12:25.
:12:25. > :12:29.I am now on carer's allowance, I am looking after my mother full-time.
:12:29. > :12:32.I have just done those holes in the fence, as well, you know, where she
:12:32. > :12:35.usually sticks her head. Curiosity. Then again, she is a woman, I
:12:35. > :12:39.suppose. She is going to do that. Since our first report, Stephen's
:12:40. > :12:43.circumstances have changed. His mum now needs help around the clock, so
:12:43. > :12:45.he is her full-time carer, but he would still like a part-time job.
:12:45. > :12:54.That has dramatically changed my prospects of looking for work,
:12:54. > :12:58.although I am still looking for work. Go to Finnieston, see if you
:12:58. > :13:02.can get a job as Father Christmas, because you are well on the way to
:13:02. > :13:04.it with your beard. Do not forget that I have got the stomach as well,
:13:04. > :13:08.now. Oh, yes. Stephen's benefits are now �55 a
:13:08. > :13:13.week and he thinks his age is working against him in the job hunt.
:13:13. > :13:20.He is finding it hard to remain positive. My overriding factor in
:13:20. > :13:26.looking for work at the moment is despondency. Emptiness. I am not
:13:26. > :13:33.getting anywhere, I have tried incredibly hard. I have tried to be
:13:33. > :13:36.as enthusiastic as I can be. But there comes a time when you just
:13:37. > :13:40.cannot give any more. He is now trying to get some voluntary work
:13:40. > :13:44.to fit in with looking after his mum. But even unpaid work is hard
:13:44. > :13:47.to come by. When you think about it, because of the amount of people out
:13:47. > :13:57.unemployed, and because we are supposed to be living in the Big
:13:57. > :14:00.
:14:00. > :14:03.Society it is incredibly difficult to even get voluntary work.
:14:03. > :14:09.I have just got 66 pence in the bank account and obviously I need
:14:09. > :14:14.to buy some food. Last time we saw Letricia in October life was a real
:14:14. > :14:17.struggle. This is my cupboard at the minute. No nothing. Would have
:14:17. > :14:24.been nice to have spaghetti, I have not had spaghetti in a long time,
:14:24. > :14:26.but spaghetti is 80 pence a tin. So, no spaghetti for now. She left
:14:26. > :14:30.school at 15 with few qualifications, so, today, she is
:14:30. > :14:33.back in the classroom to catch up. Two left, then, yes? Perimeter and
:14:33. > :14:40.area this morning and volume this afternoon. If we get that far. All
:14:40. > :14:43.right? When I went to go for jobs, especially like work through the
:14:43. > :14:50.job centre and places like that, all civil service, you have got to
:14:50. > :14:57.have GCSE English and maths. I need the maths now to get a good job.
:14:57. > :15:03.Letricia has been out of work for two years. I still want a job. That
:15:03. > :15:06.is the main thing. I do not want to be on the sick, I do not want to be
:15:06. > :15:10.on jobseekers, I would like a job. And this is what this course is
:15:10. > :15:13.about. Me getting confident enough to go and do the literacy and
:15:13. > :15:17.numeracy test and know that I can answer every question on that piece
:15:17. > :15:21.of paper. She has been applying for different jobs, but no luck so far.
:15:21. > :15:25.There is no point thinking, oh, I am not getting out of bed today, I
:15:25. > :15:29.cannot get a job. You have got to think, job centre today, my job
:15:29. > :15:35.might be there just waiting for me to find it. I have got 16 years
:15:36. > :15:45.left in me and good years I hope, you know. But I need, I just need
:15:46. > :15:46.
:15:46. > :15:50.help with a job, really. When I first came into the class, I did
:15:50. > :15:55.not want to be here, because maths and me, it is like when you say two
:15:55. > :16:00.pie R, what was a pie, something you eat. Kath is also grappling
:16:00. > :16:04.with some numbers. I have done 2x5 first, because they are the whole
:16:04. > :16:11.numbers. Most of the jobs I have had, we have never needed to do
:16:11. > :16:14.maths. The till has always done them for you. You put the money in
:16:14. > :16:20.and the till gives you the right change. So, if the computer ever
:16:20. > :16:23.breaks, I would not be able to use my brain. I can now. She has been
:16:23. > :16:32.looking for work for 18 months and in the meantime surviving on just
:16:32. > :16:36.over �100 a week in benefits for her and her teenage son. I have had
:16:36. > :16:39.a few bad weeks and a few weeks. When you are looking for work, it
:16:39. > :16:43.is really, really hard. It is like, some mornings youthink to yourself,
:16:43. > :16:46.I do not want to do this again. Like, this morning I got up because
:16:46. > :16:50.I went to a funeral yesterday and you think to yourself, life is so
:16:50. > :16:54.short. You must get on and do as much as you can. You do not realise
:16:54. > :16:57.until you look at the telly, you think everyone is in this situation
:16:57. > :17:01.but we will get out of it, we have got to. Kath has been shortlisted
:17:01. > :17:04.for a number of jobs and is hopeful, if she can just get to the
:17:04. > :17:07.interview stage. If you get somebody face-to-face it is better
:17:07. > :17:10.than paper. Because if you can get them to tell you what your
:17:10. > :17:13.experiences are, what your life has been like, and how you can bring
:17:13. > :17:17.something to the job, you cannot whisper that on paper. And you get
:17:17. > :17:21.such a lot of people which are really good with grammar and words,
:17:21. > :17:24.they cannot do the job. When I can go out there and do a job but I
:17:24. > :17:31.might not be as good at selling myself on paper. We seee them
:17:31. > :17:35.application after application, filling them in. And Letricia is
:17:35. > :17:38.the same, Kath is the same, I have been unemployed, you know how hard
:17:38. > :17:42.it is to get the rejection and build yourself back upbut we see it
:17:42. > :17:46.all the time, day in and day out. And the good thing we have seen
:17:46. > :17:49.this morning, one person in the group has just got a job, so that
:17:49. > :17:53.was a really good start to the day. Back in Carlisle, and Amanda has
:17:53. > :17:55.had no joy with a full-time job. And so is now looking for Christmas
:17:55. > :17:59.work in shops where most applications have to be done online.
:17:59. > :18:02.I believe, if they spoke to me and saw me in person they would find
:18:02. > :18:05.out that I know what I'm talking about, I have done thisfor a
:18:05. > :18:08.considerable amount of time and despite how good technology may be,
:18:08. > :18:12.number decomposed to meeting the person, like the person in person.
:18:12. > :18:15.So... I just, I do not agree with it, I think it is a fast way but it
:18:15. > :18:18.does not always work out, unfortunately. Especially for me.
:18:18. > :18:24.The quickest response I have seen is H Samuels, as soon as I clicked
:18:24. > :18:27.the complete button, I got, regrets to inform you, do not successful.
:18:28. > :18:36.Which, at that point, I realised, well, that was a waste of time. You
:18:36. > :18:39.clearly could have just told me that from the beginning. Stephen is
:18:39. > :18:47.still on the hunt for some voluntary work and his luck might
:18:47. > :18:54.be about to change. His last paid job in April, was here at the
:18:54. > :18:57.Gateshead older People's assembly. We should be getting news about
:18:57. > :18:59.some volunteering bits and pieces that are coming up, based
:18:59. > :19:02.aroundfocus groups and consultations, so, if you are
:19:02. > :19:12.interested in that, I would certainly let you know as soon as
:19:12. > :19:15.
:19:15. > :19:18.we know. I will be delighted to do to any kind of voluntary work, and
:19:18. > :19:21.particularly because I have got a certain affinity with the Gateshead
:19:21. > :19:25.Older People's Assembly and they have always looked after me well.
:19:25. > :19:29.So, if there is anything that does come up, I will be grateful if you
:19:29. > :19:32.could keep me in touch. It is great to be able to do any kind of
:19:32. > :19:35.voluntary work. I am always wanting to offer and if that is going to
:19:35. > :19:38.help me get into employment, paid employment, that has got to be a
:19:38. > :19:42.good thing. Since we started filming in the summer, two out of
:19:42. > :19:45.our eight job hunters have found work. And, sadly, there is one more
:19:45. > :19:48.bit of news. The family of 20-year- old Chris Sutherland, who we have
:19:48. > :19:51.been following on his job hunt have been in touch. They have told us
:19:51. > :19:53.that Chris has died, following a bout of glandular fever. Our
:19:53. > :19:56.thoughts are with his family and friends.
:19:56. > :20:00.These days, the behaviour of some of our footballers, is as likely to
:20:00. > :20:03.land them on the front pages as the back pages. But we have been given
:20:03. > :20:06.exclusive, behind the scenes access, to see how one of our Premier
:20:06. > :20:14.league clubs hopes to change all that. Making sure that tomorrow's
:20:14. > :20:16.stars make the headlines for all the right reasons.
:20:16. > :20:22.The English Premier League, the richest, most glamorous domestic
:20:22. > :20:24.competition in the world. But it has got a problem. On and off the
:20:24. > :20:29.pitch, our top players are continuing to make headlines for
:20:29. > :20:38.the wrong reasons. There is a tabloid obsession with their
:20:38. > :20:41.lifestyles and conduct that keeps bringing the game into disrepute.
:20:41. > :20:43.Now, as you know, footballers like popstars, probably even bigger,
:20:44. > :20:46.Front Page, back page. They are distancing themselves from where I
:20:47. > :20:49.believe football should be, which is for the working class man.
:20:50. > :20:57.are role models to their friends, to their sisters, to their brothers.
:20:57. > :20:58.But football is fighting back. And leading the way. Welcome to
:20:59. > :21:08.Sunderland football club, where education and the game go hand-in-
:21:08. > :21:18.hand. We want to instil, into these young men, the life skills, the
:21:18. > :21:31.
:21:31. > :21:35.other personal skills which you Outstanding, son! At Sunderland's
:21:35. > :21:38.Academy, it is a strict regime of the pitch as well as on it. Here,
:21:38. > :21:45.it is all about teamwork and respect. The club has no room for
:21:45. > :21:48.big-time Charlies. If we have a primadonna who somebody thinks is a
:21:48. > :21:51.little bit better than the other boys, we are quite upfront, just
:21:51. > :22:00.sort of saying, these are the rules, these are the regs, if they do not
:22:00. > :22:03.want to buy into that, then we do not buy into them. The one thing I
:22:03. > :22:06.have been very, very fortunate, here, is having not had to meddle
:22:06. > :22:09.in the Academy side of the club at all, because they have got very,
:22:09. > :22:13.very good standards. Hi, guys, how is it going, all right? You having
:22:13. > :22:19.a good time? How are you doing, what is your name? This is the
:22:19. > :22:22.start of a small revolution and Sunderland football club. The
:22:22. > :22:26.Academy has invited lifecoach, Maurice Hepworth, to take a series
:22:26. > :22:29.of classes with some of the under 17 is. He is the ideal man for the
:22:29. > :22:32.job, because he used to play for Sunderland himself in the 1970s.
:22:32. > :22:35.One of the things that impressed me very much about Sunderland was the
:22:35. > :22:39.fact that they cared so much about the actual values, behaviours and
:22:39. > :22:42.attitudes of the kids who come here. Because it is not just a case of,
:22:42. > :22:45.can he play football? There are lots of other values that matter to
:22:45. > :22:49.Sunderland football club to bring that player in. And I think that is
:22:49. > :22:52.important, it is important to life that we get back on track in terms
:22:52. > :22:55.of what our values mean. What do values actually mean? Respect for
:22:55. > :23:00.your father and mother, love for your parents, love for your sister,
:23:00. > :23:03.for your brother, respecting other people. And just good manners.
:23:03. > :23:07.bought a different side to it, he had different views on things and
:23:07. > :23:10.he got us to think about things in different ways. I enjoyed it, I
:23:10. > :23:13.think most of the lads did. Football is not life, you know what
:23:13. > :23:16.I mean? Sunderland concentrate a very lot on the education side of
:23:16. > :23:26.things. Anyone can get an injury, break your leg or something, you
:23:26. > :23:34.
:23:34. > :23:39.need an education to fall back on. Have you heard of a vuvuzela?
:23:39. > :23:43.NO SOUND COMES OUT. THEY LAUGH. one thing that I like about him is
:23:43. > :23:46.just may be the way he presents it. I just think it comes across with
:23:46. > :23:50.real feeling, real understanding at a level the players know what he is
:23:50. > :23:53.talking about. I chose my attitude for the rest of this day. With
:23:53. > :23:56.Maurice on board, the club hopes to generate better role models,
:23:56. > :23:59.players more able to deal with the pressures and temptations that, the
:23:59. > :24:02.modern game. In the general press, footballers get a bad image but
:24:02. > :24:05.there is no reason why they cannot act responsibly. So it is important
:24:05. > :24:08.to us that when they are away they interact with the general public in
:24:08. > :24:12.the correct manner. In this day and age of football, we hear
:24:12. > :24:19.footballers for the wrong reason. There is still a lot of very, very
:24:19. > :24:22.good ones. The work that they do here is still, and I have to say we
:24:22. > :24:26.try and do everything properly. is from France, he has come all the
:24:26. > :24:33.way over here. What does he really need from you guys? Support.
:24:34. > :24:37.said love? Is he right? Yes. He loves you. The whole session, it
:24:37. > :24:41.just made us realise how privileged we are to be in a position like
:24:41. > :24:44.thisand we have just got to take the bull by its horns, so to speak,
:24:44. > :24:51.and give it everything you have got. Positive attitude. Positive
:24:51. > :24:55.attitude. I really enjoyed this because I think about to put words
:24:55. > :24:58.on feelings and I really enjoyed it. But they do not just work on
:24:58. > :25:07.feelings. This is to help you obviously bond a little bit more.
:25:07. > :25:10.It is a bit of a competition. What you are going to do is build two
:25:10. > :25:20.towers. If you put them like this, then put that one over there, and
:25:20. > :25:36.
:25:36. > :25:39.This team are the winner. Well done! If we can look them eye to
:25:39. > :25:42.eye and say, we have put you in touch with this menu of development,
:25:42. > :25:45.I think we have fulfilled our responsibilities. How they choose
:25:45. > :25:55.to act having had that programme is something which we hope they will
:25:55. > :26:03.
:26:03. > :26:06.see as being very important as In the last few years, academies at
:26:06. > :26:09.other Premier league clubs have started to wake up to the need to
:26:09. > :26:12.teach life skills. And despite the flurry of recent bad headlines, for
:26:12. > :26:15.some, it is already reaping dividends. They now fully
:26:15. > :26:18.understand, and I think what they fully understand is what is
:26:18. > :26:21.expected of them, not just on the pitch, but also of the pitch. You
:26:21. > :26:25.will get one or two who obviously trip the light fantastic and cause
:26:25. > :26:28.all sorts of problems. But slowly but surely, I do think, and it has
:26:28. > :26:31.taken a while, but I do think the penny is dropping, or maybe has
:26:31. > :26:40.dropped, for many of those players, certainly. And now the Premier
:26:40. > :26:43.League is going even further by following Sunderland's league.
:26:43. > :26:50.has asked Maurice to tackle the problem of the academies at all 20
:26:50. > :26:53.clubs handling some of England's's most exciting young footballers.
:26:53. > :26:56.What am going to be teaching them is life skills, personal confidence
:26:56. > :26:58.in their own ability, their attitude, but also managing their
:26:58. > :27:08.reputation and their expectations and taking them from being a used
:27:08. > :27:11.
:27:11. > :27:14.Success for me in five years time would be to be able to look back
:27:14. > :27:17.and look at some of those players who have come through the academy
:27:17. > :27:20.system, who have made first in football, and, I think, for me it
:27:20. > :27:22.is looking at them as rounded individuals. Individuals who are
:27:22. > :27:25.not just self-centred about themselves, individuals who care
:27:25. > :27:35.about people, individuals who care about their teammates and
:27:35. > :27:45.
:27:45. > :27:48.understand what life is really Almost time for us to go now. But I
:27:48. > :27:51.could not leave you without an extra chance to see some of the
:27:51. > :28:01.magnificent Lumiere Festival here in Durham. It has certainly been a
:28:01. > :28:23.