We run coaching programmes in prisons to encourage rehabilitation and reduce reoffending. We want to understand the public perception of the prison system to help tailor our message, join us!


Our prisons are not working, and are failing to protect the public.

Prison isn’t effective at reducing crime – nearly half of adults released from prison are reconvicted within one year.

65% of young people will re-offend within a year of release (MoJ, 2017). Nearly all prisoners (97%) want to stop offending (MoJ, 2010) but lack the tools they need to live a crime-free life. Tackling reoffending benefits all of us and improves everyone’s lives – it means there is less crime and fewer future victims. It means we are all live in a safer society.


Spark Inside runs coaching programmes in prisons across London and the South East, to encourage rehabilitation and reduce reoffending. We work with expert coaches, who are qualified and trained professionals. Coaching uses tools and techniques that can help transform lives and environments. It has been established, and recognised by global governments, as a transformative tool in healthcare, employment, education and sport.

Coaching enables self-sufficiency, fosters independence and builds personal responsibility so that individuals, and systems, can find their own solutions to their own problems. It empowers people – those living and working in our prisons – to become leaders of their own lives.


To deliver intelligent communications and campaigns, we need to find out what exactly the general population thinks about people living and working in prison. Where do their sympathies lie – With young prisoners? With the prison staff? With the victims? With female prisoners? Are they as ‘conservative’ as we think they are on their views of prisoners? Do they connect rehabilitation with reducing reoffending? Do they think prisons work? Do they see the benefits of reducing reoffending to society?

We cannot confidently answer any of those questions and at the moment we are making assumptions anecdotally. We do not want to base our brand or any communications on assumptions alone. We are looking for evidence, so that we can truly understand what the general public think and feel about prison and about people living and working in prison.


To answer all of these questions, Spark Inside would like to work with a BeyondMe team on a comprehensive project targeting the general population as a key audience.

We would like to recognise and appreciate the perception of the general population, and then use this insight to position our brand and finesse our messaging and campaigns, to not only raise awareness of our programmes, but to ensure that what we do resonates.

Ultimately, if public perceptions are the opposite of what we know to be true (for example, the majority of the general population believe that most prisoners do not want to lead a crime-free life, or that prison is effective at reducing crime), we would like our brand to change perceptions, hearts and minds. Equally, we might find that the majority of the public sympathise with people in prison and that the conditions they live and work in are not conducive to reducing reoffending, and we can then use this insight to effect policy change (we know that populism steers politics).

We love working with BeyondMe Teams, come and find out what we're all about and help us develop our message!