Shining a spotlight on the potential of disadvantaged young people.
Prince’s Trust:
Learn the hard way
We wanted to highlight the difficulties young people from challenging backgrounds face when it comes to employment. The campaign shined a light on the potential of youth, turning the tide on cliche and overused CV terminology, and giving it real meaning when attributing it to their upbringings. It encouraged employers to take a different view of young people from troubled backgrounds, and realise the new set of life acquired skills they could bring to the work place.
To extend the film's message, we created a LinkedIn profile for Lois, the homeless girl featured in our film. She connected with some of the biggest names in the business world and invited them to view her video CV and endorse her skills. The campaign gave meaning to clichéd business expressions, and highlighted the amazing potential of vulnerable young people.
