About INYBB and the criminal justice system context

It’s Not Your Birthday But… (INYBB) is a not-for-profit creative organisation. We centre the power of inclusion through creativity to support wellbeing and connection. Our work happens wherever people are - from healthcare and education - to secure and community settings. Collaboration is central to our practice, as we work alongside people to improve the places they live in, work in and visit. Our projects are built around the Creative Health Quality Framework, with a particular emphasis on activity being person-centred. Although we aim to integrate the principles of the Framework, such as safety and equity, into our work, it’s vital that we reflect on the limitations of this when working in this sector. How “safe” can a space feel when those participating within it exist in a world of uncertainty? How “reflective” can someone be when they are experiencing unprocessed or ongoing trauma? How “collaborative” can a project truly be when participants lack wider autonomy over their decisions, time, body and environment? We continuously consider how we can work alongside these tensions to deliver meaningful outcomes for our communities.

Our journey

INYBB began working within youth criminal justice in 2018, delivering creative art workshops in a HMP/YOI with the aim of providing a space for young people to explore, express, connect and challenge themselves through creativity. Seven years later, we continue to deliver creative courses and projects across a variety of criminal justice settings though trauma-informed, relational practice. This includes co-created mural projects and arts programmes that build skills and confidence. As part of our ongoing evolution, we’ve recognised the importance of supporting those we’ve built strong relationships with as they leave custody and navigate the transition back into the community. This support has included mentoring, paid freelance work, and support with bid writing for their creative practice development as artists. We have a team of young adult advisors and their invaluable insights shape and strengthen our approach. Their contributions ensure our work remains accountable and relevant to the people we work with.

Creative health

Whilst clinical healthcare cannot be replaced by creative health, it can be beneficial for supporting people to be their authentic selves and enable better mental health, social connection and a sense of purpose. This in turn supports rehabilitation, as people build different, pro-social identities, feel less alone and that they can, and do, matter. If you’re working with young people you may find the Wellcome Trust’s Active Ingredients a very helpful tool, as we do, to better understand the components of effective intervention for youth anxiety and depression and to serve as an impact measurement framework. Creativity supports critical thinking, problem solving and imagining new ways of thinking and being. Our offer provides regular ways for people to connect with their families through their creativity, strengthening relationships, and how to work through creative challenges, building both their belief in themselves and their resilience.

Our work in practice

An independent study of our offer at HMPYOI Feltham in 2024 by Dartington Service Design Lab concluded that we:

• Foster a sense of agency and choice which, in a custodial environment, is rare and enables young adults to better manage complex feelings and challenging circumstances, which improves their relationships both in and outside of prison
• Provide young adults with critical opportunities to support their personal development and better understand themselves through creative activities, which enables self-expression and regular acknowledgement of their work and their potential. 

We work to humanise spaces with creativity that can then support the reduction of stress and anxiety through environmental change. We recently co-created a large mural project across 15 environments within criminal justice. We set out with the aim of reframing the spaces as ones associated with reflection and growth. If spaces feel cared for, the people in them feel more cared for. Through consultation and co-creation processes, involving over 700 people, the murals evolved in ways that were responsive to each place and community. Art provided a vehicle for conversation, deliberation, problem solving and connection. Many expressed that being a part of this project reduced their sense of isolation and encouraged them to consider a different, more positive version of themselves.

What we’ve learnt

Throughout our work we have learnt the importance of:

• Celebrating and recognising the power of creativity to make space for joy and laughter, enriching and improving moments, days and lives in enduring ways. Often in very difficult settings and circumstances.
• Working with senior leadership to make meaningful change; if the Governors of an establishment don’t know about the work you’re doing, impact will be limited.
• Supporting people to build connections and networks beyond custody that are helpful and meaningful to them; if you’re only working with people whilst they are in custody, how are you supporting them to build viable pathways back into the community that can help them lead stable lives?
• Prioritising self-care and clinical supervision; both are vital in keeping ourselves well, and able to practice ethically and effectively. Our in-custody delivery team has clinical supervision, to ensure our practice and working days are regularly reflected upon. Without it, we would not be able to work safely in this space.

Get in touch

We’d love to hear from you if you are interested in creative health practice and how we hold the tension of being artists in places that are not always person-centred or trauma-informed. If you’re interested in improving environments and organisational cultures through co-created murals, arts programmes, exhibitions, publications and events, come and have a chat. hello@itsnotyourbirthdaybut.com

And if you are wondering about our name…..

When It’s Not Your Birthday But just an ordinary day, it feels even more special to receive something unexpected that someone has created just for you. It shouldn’t need to be a special occasion for people to feel seen or valued. Celebrate and connect through your creativity with someone you appreciate today!

Find out more about INYBB here

Nicole Cowan

Co-Artistic Director, INYBB