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By Natalie Mortimer, N/A

September 28, 2014 | 2 min read

Youth charity The Prince’s Trust has launched a content-driven digital campaign #MyBigIdea, which aims to encourage unemployed young people to become their own boss, and has looked to YouTube for inspiration.

Over the next three weeks, The Trust will launch a series of short, comedic films, funded by RBS, to engage young people who have never considered starting a business.

The films are a change in strategy for The Trust which has previously shied away from using humorous content to get its message across.

The spoof, infomercial-style films are based on ‘inconceivable’ business ideas, such as Brush It All, the brush that combines every brush you will ever need in one, including a sweeping brush, hair brush, tooth brush and toilet brush.

Lucy Richards, director of marketing and communications at The Prince’s Trust, said: “We know that young people are avid YouTube viewers – and they’ve told us they want funny content that entertains them and captures their attention.

“Obviously there is a huge amount of competition on YouTube – from comedy cat films to well-loved vlogs – so we knew we had to push ourselves outside of our comfort zone and create something funny to engage our target audience.”

The Trust, which worked with creative digital agency Nonsense to makee the films, will also be sharing young people’s success stories and celebrity content from the likes of Jamie Oliver and Dynamo during the campaign.

It will promote the content through various owned, earned and paid channels, including through discounted digital advertising – supported on a pro-bono basis by media planning and buying agency MSix and through its networks of young people and partners.

Last week the charity announced it had joined the Content Marketing Association as the first brand member in a bid to improve content driven marketing.

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