The Prince's Trust is targetting employers with a LinkedIn campaign that sees a 'homeless' candidate approach them for professional endorsement.
The Learn The Hard Way campaign, created by CHI&Partners, aims to make employers take a different view of young people from troubled backgrounds and take into consideration the skills they have to offer.
The integrated campaign broke today (29 January) on LinkedIn when a girl, whose profile lists her workplace as homeless and her skills as resourcefulness, problem-solving, independence, resilience and fast learning, began approaching employers to ask for online endorsements of her employable skills.
A 60 second online advert also broke on The Prince’s Trust’s YouTube channel, showing glimpses of the troubles some young people experience. The script is written in the form of a personal statement from a CV to communciate the positive attributes they have picked up as a result.
Martina Milburn CBE, chief executive of The Prince’s Trust, said: “Although the economy is getting back on track, there are still hundreds of thousands of young people out there who are struggling on their own, from young people who are caring for parents and siblings, to those who are living on the streets. Getting a job is pivotal in making sure these young people get the chance to realise their potential."
Employers engaging with the profile on LinkedIn will be offered to view a video résumé and will then be taken to the YouTube spot.
The integrated campaign spans TV, cinema, radio, out-of-home, print and social media.