2025 Shortlisted Nominee
Positive Role Model Award: Age
Luke is a dedicated father, storyteller, and founder of Real Direction, a platform empowering young people through real-life stories and interactive media. Growing up in Birmingham, Luke faced poverty, gang culture, school exclusion and was later diagnosed with dyslexia and ADHD. Witnessing violence and lacking positive role models, he chose to change his path. After university, Luke started working with vulnerable youth and launched Real Direction without funding or formal training. His vital work reaches thousands, partnering with schools and youth services to educate, inspire, and safeguard young people. Through storytelling, he creates opportunities for overlooked talent and challenges harmful gender norms. Recognised locally and nationally, Luke is dedicated to breaking cycles of disadvantage and helping young people envision better futures by providing tools, support, and hope.