We use cookies to ensure that we provide you with the best experience on our site. To learn more about how they are used please view our Cookie Policy.
If you continue to browse our website we will assume that you are happy to receive cookies. However, click here if you would like to change your cookie settings. [X]
  • Learn The Hard Way

Learn The Hard Way

Client: The Prince's Trust
Brand: The Prince's Trust

‘Learn The Hard Way’, urges employers to look with fresh eyes at young people from troubled backgrounds and acknowledge the skills they have to offer.

The campaign breaks on LinkedIn, as a person listed as ‘homeless’ begins approaching employers to ask for online endorsements of her employable skills. The girl’s LinkedIn profile lists her workplace as “Homeless” and her skills as resourcefulness, problem-solving, independence, resilience and fast learning.

A 60” online advert will also break on The Prince’s Trust’s YouTube
channel, allowing glimpses into the hardships some young people experience – from a teenage boy caring for his siblings and alcoholic mother, to a girl forced into homelessness and other young people suffering abuse. The script is written in the form of a personal statement from a CV, off-setting the harsh realities of these young people’s backgrounds against the attributes they have picked up along the way – from self-motivation and communication skills to the desire and determination to succeed.

Employers engaging with the ‘homeless’ profile on LinkedIn will be offered to view a ‘video CV’, taking them to the YouTube spot. The aim is to directly challenge negative perceptions about the employability of people from disadvantaged backgrounds.

The integrated campaign, which spans TV, cinema, radio, out-of-home, print and social media, breaks as new research from The Prince’s Trust shows that almost a million young people describe their childhoods as “traumatic”[i]. The Trust’s research[ii] also highlights how young people from traumatic childhoods are more likely to struggle in early adulthood with such things as their mental and physical health, finding employment, and relationships with friends and family.

[i] Twelve
per cent of young people agreed they had a “traumatic” childhood. This equates to approximately 999,000 young people aged between 16 and 25 – based on Mid Year Population Estimates 2013, Office for National Statistics (ONS). ONS quote the population estimates to the nearest hundred.

[ii] Research taken from The Prince’s Trust Macquarie Youth Index 2015. All figures, unless otherwise stated, are from YouGov Plc.  Total sample size was 2,265 16-25 year olds. Fieldwork was undertaken between 26 November and 16 December 2014. The survey was carried out online. The figures have been weighted and are representative of all UK young people aged 16-25.

Your session will expire in xx.xx
Continue or Log Out