Social mobility charity The EY Foundation is showcasing the boundless potential of young people from low-income backgrounds in a new B2B campaign.
Developed by creative juggernaut Ogilvy UK, the work will centre around a 60-second hero film that illustrates how young people from disadvantaged backgrounds are often more resilient and harder working than many of their peers.
Featuring young people who have themselves been through the EY Foundation system, the campaign aims to encourage leading UK businesses to offer more work experience opportunities to working-class people.
“This campaign isn’t just about encouraging organisations to give more young people professional opportunities, it’s about showing what they miss out on when they don’t: access to the best and brightest diverse talent,” EY UK chief marketing and comms officer, Rebecca Hirst said.
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“The EY Foundation has already helped over 24,000 young people since it was created over 10 years ago and has the potential to do even more with a larger number of organisations on board.”
Running primarily across TV, the campaign will also be further amplified by digital, print and social media executions focusing on LinkedIn and Instagram.
Ogilvy UK ECD, Jules Chalkley added: “This film tells such a powerful story and beautifully brings to life the stories of the teenagers who are the beating heart of The EY Foundation.
“It has been a real joy watching this project come to life and I look forward to seeing The EY Foundation work with more leading organisations to change even more lives.”
