The MAMA Youth Project was founded in 2005 by Bob Clarke, a television veteran who recognised the lack of diversity within the media industry and the challenges faced by young people from underrepresented backgrounds in gaining entry. Driven by his own lived experiences and a desire to create opportunities, Clarke self-funded the initial stages of the project, including the production of a youth-focused television show called "What's Up". This hands-on approach formed the cornerstone of the MAMA Youth ethos, providing young individuals with practical training and real-world experience in programme making. Becoming a registered charity in 2007, the project solidified its mission to equip young people aged 18-30, particularly those with limited educational or employment opportunities, with the skills and confidence needed for a career in television and media.

Through intensive, free training programmes often based at major industry facilities, MAMA Youth Project immerses participants in all aspects of production, from research and camera work to editing and production management. The training is rigorous and designed to mirror the demands of the professional environment, fostering discipline and industry-ready skills. A key element of their success is the continued support and networking opportunities provided to alumni, connecting them with industry partners and significantly increasing their chances of sustained employment. The project's impact is evident in the high percentage of graduates who secure jobs in leading media organisations, effectively diversifying the talent pool and changing lives by providing a vital pathway into a competitive industry.