The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Creative Chi Partner The Prince's Trust

Prince’s Trust enlists Oscar-winning director for the realistically gritty ‘Youth Can Do it’

Author

By Katie Deighton, Senior Reporter

September 13, 2017 | 3 min read

Youth charity the Prince’s Trust has today (13 September) unveiled the campaign ‘Youth Can Do It’, enticing Oscar-winning filmmaker Andrea Arnold to bring her signature style of gritty realism to the world of advertising for the first time.

Youth Can Do It

Youth Can Do It

Devised by CHI&Partners, the brand platform aims to explore the hardships faced by young people that can eventually lead to long-lasting lapses in confidence. At its heart is a film directed by Arnold and starring real young people who have overcome adversity at home, filmed in their own environments and dressed in their own clothes.

As the grainy camera jumps between scenes such as a young mum looking after her baby and an anxious young man securing his first job, the 16-year-old poet Maya Sourie performs her poem Bulletproof.

Sourie, who spent large parts of her own childhood in foster care, tells viewers that “pain is nothing but the fuel to reach my full potential”. Her words are accompanied by an original choral composition performed by inner-city youth choir Inner Voices.

Yan Elliott, joint executive creative director at CHI&Partners, said: “From the moment Andrea agreed to work with us on this campaign, we knew it would be something special. Rather than preaching, we wanted to show ‘Youth Can Do It’ in action – using Maya’s incredible poem as the script, and working with a real-life cast and with youth choir Inner Voices on the music.

“We couldn’t be more proud [sic] of the result, and hope it touches the lives of young people everywhere.”

The Prince’s Trust believes the film’s authenticity to be the key to the campaign making a genuine impact on youth culture. It will be supported by print, out of home and a research report on young people’s confidence levels, while yesterday saw Prince’s Trust supporters Tom Hardy and Dynamo take part in a photo shoot launching the initiative.

tom hardy

The actor and magician will also promote the campaign on social media.

Paul Brown, communications director at the Prince’s Trust, added: “… much work still needs to be done to ensure every young person can achieve their full potential. That’s why our new campaign ‘Youth Can Do It’ aims to speak directly to young people with a message of hope and optimism.

“We hope this campaign will inspire young people to discover the confidence and determination they need to achieve their dreams, and we want to tell the world that everyone in the Prince’s Trust Community is here to help them find that confidence and turn their lives around.”

The Prince's Trust: advert-body-3 by CHI & Partners

By The Prince's Trust

Overall Rating 5/5

Vote now
Creative Chi Partner The Prince's Trust

More from Creative

View all

Trending

Industry insights

View all
Add your own content +