Mention 4-H and an image forms of a teenager holding a ribbon and standing next to a calf at an agricultural fair.
That stereotype needs to evolve into a different mental picture, such as a teen pulling weeds at a community garden in suburban Canada, if the youth organization is going to thrive in the future, said James Craig, a 4-H member from Arthur, Ont.
“Demographics of today are much different than they were in the past. And tomorrow they’re going to be changing even more,” said Craig, 20.
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“So the program really needs to develop to connect with this new demographic.”
Craig and Carrie Elliott of Cromer, Man., are two youths who are helping to rebrand and modernize the image of 4-H.
They are members of the Youth Advisory Council within the Canadian 4-H Council, and in late May they attended the 4-H annual conference in Prince Edward Island.
The purpose of the youth council is to ensure that the organization stays connected to today’s teens, said Ken Lancastle of the Canadian 4-H Council.
Essentially, it’s about shifting the focus back to youth and their needs, said Elliott, 22.
“We’re current, we know what’s going on, we know how the youth feel about things … what we want the program to be like,” said Elliott, a 4-H member for 16 years.
4-H’s popularity has waned over the decades.
In 2008-09, 4-H had 26,831 members in Canada, down substantially from 10 years ago, when it had 36,235 members.
To better understand the changing youth culture in Canada and attract more kids to 4-H, the youth council conducted a demographic study last year. It found that children born in the 1990s and 2000s are keenly aware of Canada’s multicultural population and have green ideals.
“We’re looking at a new population to keep the program going… aboriginals, going into the cities and rural youth that don’t have a farm,” said Elliot. “It’s not just agricultural based anymore.”
Elliott said 4-H needs programs that appeal to urban and rural youth of all cultures.
One example is programming focused on the environment.
“The 100 mile rule, even creating more gardening clubs so you don’t have to go and buy your groceries at the store… you’re growing your own,” she said.
The Canadian 4-H Council has already taken many steps in the green direction, Lancastle said, citing the organization’s 316 environmental projects.
The shift to a green identity is congruent with 4-H’s history. The organization has always promoted sustainability, healthy living and family farmers as stewards of the land, Craig said.
“With those ideas in the background, it brings up a great opportunity for 4-H in the future… as being one of the educators for youth in the green movement.”
Lancastle also sees an opportunity for 4-H to educate urban youth about rural life, citing a 4-H club working with an urban Boys and Girls club.
“Bridging that gap between the city and the country. And getting both groups involved with one another.”
Lancastle is confident that the organization has the fundamental elements to remain relevant and become stronger.
“Having YAC on board has been great for us, because it gives an opportunity to engage with youth and discuss what makes this program great and how can we make it better.”
Craig has no doubt that 4-H is a great program, and based on his experience at the conference, he is enthusiastic about 4-H’s potential.
“It’s a very exciting time for 4-H,” he said. “Some of the excitement was people thinking what we’re going to do next.”
Regardless of how 4-H evolves, the opportunity for friendship, belonging and building confidence will remain its core appeal, Elliott said.
“The family feeling, the learning that you get at the same time as you’re making friends. It’s just amazing the skills it gives you, the leadership… the ability to do anything.”
