IDEA is an international campaign launched by Leyla Aliyeva on July 12, 2011 in Baku. Leyla saw quite clearly, through her youth work, that the environment was a key cause of concern for young people in Azerbaijan as it is in the region and the world. The concern was real, but the path which young people could take to find out more, to network with others, and to mobilise for action was far from clear.