Not-for-profit The King’s Trust highlights the issue of youth unemployment in its new campaign, voiced by the charity’s ambassador and Adolescence actor Stephen Graham.
Data from the House of Commons Youth Unemployment Statistics and ONS show that there are nearly 1 million young people (945,000) not in education, employment or training.
Devised by T&P, who also handled media planning and buying, the marketing drive showcases the barriers young people face in getting a job. These include care responsibilities, financial difficulties, poor mental health and a lack of opportunity.
In a statement, Carl Storey and Tom Sillars, associate creative directors at T&P said: “From the moment our team made the city-sized comparison, it was just impossible to ignore.”
”By making the scale of the employment crisis (945,000) easy to understand, we believe this campaign can make a real difference to the lives of a million young people.”
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
The campaign includes a 60-second and 30-second TV spot directed by Luis Cross. It is soundtracked to Joy Division.
It will also run across radio, social media, and out-of-home.
This is the not-for-profit’s first campaign since rebranding from The Prince’s Trust.
Sylvia Lowe, director of brand and marketing at The King’s Trust said: “Young people across the UK need our support more than ever, so this new campaign will play a vital role in reaching more young people and donors.”
”We want to explain that The King’s Trust is here to offer skills, confidence and funding to help young people start careers, as well as demonstrate our commitment to ending youth unemployment.”
