Princes Trust

Youth Can Do It

We were approached by The Prince's Trust to create a new campaign to champion the resilience and potential of young people, in the wake of new research which shows young people’s confidence is suffering – with one in five 11 to 19-year-olds believing they will amount to nothing, one in four thinking people do not believe in them, and almost half thinking they will struggle to find employment after they have finished studying.

The campaign, titled "Youth Can Do It" was created to reach out to the youth in question to say The Prince’s Trust is here to help.

With photography from the award winning Adam Hinton, we created a series of print ads to support the TV advert. I also created a custom font for the campaign as well as supporting guidelines and materials.

The TV advert was directed by Oscar-winning film director Andrea Arnold and stars real young people who have overcome adversity at home, filmed in their own environments and dressed in their own clothes.

The campaign has been backed by Prince's Trust ambassadors Tom Hardy and magician Dynamo, as well as recieving an abundance of positive media coverage.

Cannes Lions - Bronze - Film Craft

British Arrows - Gold - Craft Writing
British Arrows - Shortlist - Charity & Public Service
British Arrows - Shortlist - Best Original Composition
British Arrows - Shortlist - Craft Directing
British Arrows - Shortlist - Craft Casting

Creative Circle - Gold - Best Casting
Creative Circle - Bronze - Best Editing

Agency - CHI&Partners

Executive Creative Director - Yan Elliott

Creative Director - Danny Hunt

Art Direction - Richard Forder, Josh Welton, Jon Coates

Head of Design - Marc Donaldson

Design - Richard Forder

Photography - Adam Hinton

Retouching - Charlie Townsend, Rob Swainson