National Citizen Service launches social action campaign 'Our Future'

National Citizen Service, the personal and social development programme, has launched its first integrated campaign to increase the number of young people taking part in social action.

National Citizen Service graduates: The young people who will feature in the campaign
National Citizen Service graduates: The young people who will feature in the campaign

The campaign, called ‘Our Future’, was launched this month to raise the profile of the National Citizen Service’s (NCS) youth programme.

The objective is to raise awareness of the NCS among parents and guardians and to encourage participation by celebrating the stories of NCS graduates from a range of backgrounds.

The campaign includes TV adverts, a billboard promotion shot by photographer John Rankin Waddell, a media partnership with The Sun and a digital campaign.

Forster Communications will manage the national PR programme and the media partnership with The Sun, which will feature the stories of 10 NCS graduates and their parents as part of a series of advertorials running over four weeks.

The agency carried out research among 500 employers and 2,000 teenagers about employment issues for young people, as well as offering advice.

The research found that the number of entry-level CVs submitted for each role has doubled in the past two years from 46 to 93, meaning employers now spend less than nine seconds looking at each CV. The campaign highlights this issue, offering ideas for young people about how to stand out.

Forster has secured regional coverage in each graduate's home town as well as an interview with Rankin in The Sunday Telegraph, in which he discussed his shoot with NCS graduates and his views on the younger generation.

Natasha Kizzie, director of marketing and comms at NCS Trust, said: "To date, more than 130,000 young people have taken part in the programme. For the first time, we’re able to share these amazing stories within a fully integrated marketing campaign."

Peter Gilheany, PR director at Forster Communications, said: "We jumped at the chance to work on a campaign singing the praises of young people in the UK and raising awareness of NCS and its benefits."

Blue Rubicon is responsible for the social media campaign, which includes paid-for advertising on Facebook, Twitter and YouTube targeting parents and teachers.

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