Leading advertising agency, M&C Saatchi, has created a new campaign for FutureYou which highlights the issue of youth unemployment in the UK.
The current level has hit a record high, with nearly 1 million school leavers and graduates out of work, raising fears of a generation lost to unemployment.
FutureYou is based on the award winning CyberMentors model, and harnesses the power of social networking to give young people aged 14-25 online access to a community of support and counselling from trained peer mentors, FutureYou Mentors and professional advisers.
FutureYou has briefed M&C Saatchi to help create the advertising campaign for the program that will provide advice, counselling and practical help to open up future opportunities. The target audience is primarily 16-24 year olds, but the charity also provides awareness to a wider society including businesses, schools and parents.
The campaign will include: TV, posters, press, digital and viral elements. M&C Saatchi developed the communications behind the new programme, with a brief to drive young people to the FutureYou website.
The creative plays on the imagery and graphics associated with a scrapheap. The campaign will launch with the TV ad featuring a number of young people who have been, quite literally, dumped on a landfill highlighting this sharp issue of youth unemployment.
The voiceover is provided by actor Craig Kelly, who played the lead in the Channel 4 hit series Queer as Folk and Luke Strong in ITV’s Coronation Street. The ad will also use the music, Everything’s Coming Up Roses, by Ethel Merman.
Sherry Adhami, Communications Director at FutureYou said: “Official data shows that one out of five Britons, aged between 16 and 24 were out of work in October to December. This evidence highlights the urgency to act now to prevent another lost generation of young people, stopping Britain's talent going to waste. We were incredibly lucky to have M&C Saatchi create this campaign for us and believe it really will make a difference. This hard hitting ad reflects the essence of what these people are really feeling.”
Carrie Hindmarsh, Managing Director, M&C Saatchi Group, added: “There is a long history of unemployment in the UK, but it has become considerably worse in the last couple of years. The graduate experience is certainly the toughest it’s ever been.
This generation are integral to our country’s recovery and if we’re not careful, some of our greatest young talent will end up on the scrapheap. It’s more important than ever to help this generation who have felt let down by the current social and economic circumstances. We are delighted to be working with the charity to launch their new programme and it’s great to be involved and supporting such a valuable cause.”
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