Character Education for Social Action: A Conceptual Analysis of the #iwill Campaign

Abstract

Purpose: This article integrates two distinct discourses to show how an Aristotelian account of character education can supply a valuable framework for developing a habit of social action.

Approach: We use a review of relevant secondary literature, a documentary analysis of #iwill materials, and an Aristotelian conceptual framework to analyse the quality principles of the #iwill campaign—a cross-sector, cross-party collective impact campaign that encourages youth social action in the UK.

Findings: We show how an Aristotelian account offers useful resources for conceptualising and
applying #iwill’s six quality principles and addresses four practical and theoretical challenges in #iwill’s model. In particular, an Aristotelian account provides a more capacious conception of a habit and offers a revised model for understanding social action’s benefits to individuals and communities.

Practical Implications: With over 800 partner organizations in the UK, #iwill has a significant impact on how social action is practised and supplies a valuable model for other campaigns to follow. By informing #iwill’s quality framework, this Aristotelian account seeks to amplify efforts to cultivate social action as a virtuous habit for life.