Around 200 people came together yesterday to mark the launch of a project to celebrate, champion and bring people together in making Sandwell a great place to live, learn, work and visit.

The launch follows work over the past year to set up an active partnership across the borough to promote what Sandwell has to offer, tackle the area's challenges together and raise aspirations and improve outcomes for people living in the area.

Comedian and broadcaster Darren Harriott kicked off the event, sharing his stories of growing up in Oldbury, his challenges in childhood and how Sandwell as a place inspired him.

Darren said: “This area is very special to me having grown up here and I’ve recently moved back to the region. I hope that by sharing my story it can inspire others in making it in whatever they want to do in life.” 

With one of the country’s youngest populations, young people were at the heart of the launch.

‘Making It Sandwell’ is a short campaign film featuring young people from across Sandwell, with a spoken word poem from Casey Bailey who, as well as living and teaching in the region for several years, used stories from young people to write about what making it in Sandwell is all about.

Jashaan Gill, local fashion designer who sat on the youth panel, said: “Sandwell is full of talent. We must believe in our potential to succeed nationally and internationally and invest in the opportunities to get us there.” 

Leaders Shokat Lal, Chief Executive of Sandwell Council, Lisa Capper MBE CEO and Principal, The Sandwell Colleges, and Calum Nisbit, Chief Executive of Kaleidoscope Plus, discussed the importance of making opportunities for the next generation of Sandwell. They discussed: 

Sandwell Council announced £1m funding for 100 apprenticeships in Sandwell by 2026. 

The first students will be welcomed through the doors of the Midland Met Learning Campus on 6 January. The Learning Campus is a partnership between Sandwell and West Birmingham NHS Trust, Sandwell College, Aston University and Wolverhampton University.

A new site, Cradley Health Skills Campus, part of the Sandwell Family of Colleges, which will open January 2026 with a focus on adult learners. The Cradley Heath Skills Campus will provide a new, dedicated education and training centre to enable the engagement of young people and adults in Cradley Heath.

This dedicated training centre will be designed to prepare students for skilled trades and technical careers. With a focus on practical, hands-on learning, this campus provides a real-world working environment tailored to industry needs.

The event welcomed a youth panel hosted by Midlands influencer and presenter Emmanuel Omoregbee with fashion designer Jashaan Gill, actor Mya Kandola, apprentice Brandon Talbot, singer songwriter Madi Saskia and youth leader Ayyatulahi Adigun.

Guest speakers included Guy Perry from Perry Group, a family run business who’ve been making a success in Sandwell for over 100 years, and Leader of Sandwell Council, Councillor Kerrie Carmichael, on what making it means to her. 

Councillor Kerrie Carmichael said: “We’ve been making things throughout our industrial past and continue to do so today, including making the workforce of the future.

"Hearing from young people at today’s event was an important reminder to really champion our region and help to inspire children and young people growing up here, as well as bringing together partners so that we can tackle challenges together.”

The Sandwell Story project now seeks to sign up more Sandwell Ambassadors to share and support the work, with its Place Board due to have its first meeting next month (July) and set out the next events to bring people together.

If you’re interested in your organisation getting involved, or signing up as an ambassador, you can register your interest at sandwellstory.com.