Remember that u is the
initial velocity where as v is the
final velocity.
So the initial velocity will be 10 m/s up as this is where we are taking time 0 as when it is being projected vertically upwards.
If we were interested in when the ball got to it's maximum heigth, then v would be 0 m/s. But we want when it hits the foot of the cliff.
Now with
(sometimes instead of s they will use x), s here isn't distance, its displacement. I.e. Where you end up in reference to the original point. So when the ball hits the foot of the cliff it will be 20 m below our starting reference point, i.e. s=-20 m.
If you were asked to find the distance it falls from the maximum heigth then it would be the 20 m plus the extra distance.
So remember, u is initial velocity, v is final velocity and 's' (I'd rather use x but anyways) is displacement.
Hope that helps