iwill Campaign
[3][4] The #iwill campaign was given cross-party support by David Cameron, Nick Clegg and Ed Miliband, and was referenced in the pre-election manifestos of both Conservative and Labour parties in the run up to the 2015 general election.[10] Significant partner organisations include O2, Lloyds Bank, Trinity Mirror, Vinspired, Duke of Edinburgh's Award, The Mayor of London and the Department for Education, among others.[17] The #iwill campaign was managed by the Step Up to Serve staff,[18] headed by CEO Charlotte Hill, and supported by a board of trustees including Step Up To Serve founders Dame Julia Cleverdon DCVO, CBE and Amanda Jordan OBE.[22] One of these is Ayrton Cable, a young activist for human and animal rights, who has received several awards for his work in campaigning and activism.As of 2021, the campaign has evolved into the #iwill Movement, and is coordinated by UK Youth and Volunteering Matters following the dissolution of Step Up to Serve.