Attitude history

Attitude, the youth division of The Parenting Place, was established in 1996 in response to requests from parents who had concerns about adolescent sexual health and the high suicide rate amongst young people. Attitude equips teenagers with the life skills necessary for building a meaningful life. Attitude’s objective is to encourage mental and emotional resilience and to help prevent youth suicide, teen pregnancy, bullying, drug and alcohol abuse and low self-esteem.

Our work is based on a positive youth development framework, where young people are seen as resources to be developed as opposed to problems to be managed. Because we want to see all young people enjoying great lives, we are proactive about providing them with basic life skills, helping them to focus on their strengths to build a robust self-esteem, and encouraging them to pursue strong connections with their families, peers and communities. Due to demand, the Attitude programme was expanded in 2012 to include intermediate schools.


Since its inception, Attitude has grown from speaking to 30,000 teenagers in four towns per year to over 230,000 teenagers in more than 100 towns per year. Attitude is New Zealand’s largest provider of health programmes, having delivered 20,771 presentations to approximately 2,408,789 teenagers and distributing over 467,888 handbooks to young people . In September 2012 we officially launched the Attitude Intermediate School programme. During our first two years we delivered 247 assembly presentations to 37,222 students along with 398 follow up classroom workshops to 14,682 students. It is great to see schools are excited about our programmes and that we have a major role in contributing to the wellbeing of their students.