A brand strategist with over 30 years’ experience, Sid Madge has channelled his expertise into founding the Meee Programme – an initiative to help people believe in who they are.

With a background working with some of the world’s largest brands, Sid’s never been afraid of a challenge. In 2009 he set himself his biggest one yet: relocating to a remote corner of North Wales to build his own branding agency, in the middle of nowhere, knowing no one.

Since then, Sid has crafted brand identities for businesses across the UK and everywhere from France to the USA. He also holds talks and workshops with over 1,000 businesses and 3,000 young people every year.

The Meee Programme was inspired by a workshop with a local school. Sid asked pupils to pick one word to describe themselves and was horrified that 15% used terms like ‘freak, ‘weirdo’ and ‘misfit’. These words would come up time and again – not just with students, but with adults of all ages. It seemed we could do with a collective confidence boost – something Sid knew he could help with.

Over the past 18 months, Sid’s been creating tools to help young people feel more confident in themselves. Bringing together Sid’s in-depth knowledge of branding with techniques from psychology, neuroscience, education and sociology, the Meee Programme encourages everyone to recognise and believe in their abilities.

In March 2015, Sid was invited to Number 10 Downing Street to present the Meee Programme to Lord Young, who endorsed it as ‘a great initiative’. He’s now working with Job Centres, rehabilitation centres and educational establishments across the UK. To help reach his goal of taking Meee worldwide, Sid is currently looking for funding to build a digital resource support centre.

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