UK youth programme National Citizen Service (NCS) has launched its first advertising campaign as it looks to raise awareness of its projects and to increase the number of young people taking part in social action.
The campaign features a 60-second ad and 30-second cut downs, out-of-home billboard ad shot by photographer Rankin, and digital activity, and features NCS graduates from a wide range of backgrounds who volunteered to share their stories.
The campaign positions the emerging generation of 15-17 year olds as one that wants to do the right thing when empowered with support and respect. The NCS graduates featured in the campaign tell their own stories of their participation in NCS and how social action has transformed their confidence, whilst also giving them the skills for life and work.
Natasha Kizzie, director of marketing and communications, NCS, Trust said: “This campaign marks an exciting time for NCS. To date, over 130,000 young people have taken part in the programme, each going through a unique personal journey and for the first time we’re able to share these amazing stories and experiences within a fully integrated marketing campaign.
"This campaign runs in parallel to our teens' campaign, and we anticipate that together they will enable us to achieve our ambitious aspirations for growth in 2015.”
NCS is open to 15-17 year olds and takes place outside of term time in a two or three week full-time programme, plus 30 hours committed to community projects.