Prince's Trust recruits entrepreneurs to inspire jobless youth

Prince's Trust'Tomorrow' campaign: Wayne Hemingway with his mentee
Prince's Trust'Tomorrow' campaign: Wayne Hemingway with his mentee

The Prince's Trust is launching a campaign fronted by leading UK entrepreneurs aimed at inspiring the country's youth as they face record levels of unemployment.

The campaign, created by CHI & Partners on a pro-bono basis, is called 'Tomorrow' and features press, outdoor and digital activity. It launches next week.

The charity works with 13-30 year olds who have struggled with school, been in care, are long-term unemployed or have been in trouble with the law. It hopes the campaign will make companies recognise young people as the industry leaders of the next generation.

The images show beauty entrepreneur Liz Earle MBE, designer Wayne Hemingway MBE, fashion designer Zandra Rhodes CBE, food writer and chef Gizzi Erskine; and interior designer Kelly Hoppen MBE each posing with their mentees.

The ads have been shot by fashion photographer Rankin, who is himself pictured with a budding photographer. The images show the pairs mimicking the pose adopted by Lord Kitchener in the famous World War One army recruitment campaign 'Your country needs YOU' and the strapline reads: "Tomorrow needs YOU".

The campaign will also encourage young people who are struggling in the current economic climate to visit a dedicated part of the Prince's Trust’s website to access advice and support.

Celebrities Joanna Lumley, Jamie Oliver, James Caan and Alan Titchmarsh among others have shared their stories of personal success to act as inspiration and encouragement for young people.

Each entrepreneur is developing a range of charity products alongside their mentee. The revenues will go to further helping the charity’s cause.

Martina Milburn, chief executive of The Prince’s Trust, said: "With more than a million young people out of work, we must all take action to avoid a generation of young talent going to waste. Young people need our support to be the industry leaders of tomorrow."

Creatives Richard Brim and Daniel Fisher worked on the ads, with planner Sarah Clark and executive creative director Jon Burley. Media planning and buying was handled by M/Six, while Clear Channel donated poster spaces across the country, printed for free by Communisis.

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