At its core, All Worth It is a confidence training programme, which will become part of The Prince's Trust’s existing courses, running at all 18 of its centres. It will also be available digitally via The Trust’s new online digital learning platform.
Aiming to turn ‘self-doubt’ into ‘self–worth’, the campaign responds to new figures from The Prince’s Trust, which reveal that one in three young people say they don’t believe in themselves, rising to 42 per cent of young people who are not in education, employment or training.
Dame Helen Mirren and Cheryl are joined by a further 13 ambassadors – including Katie Piper, Marcus Butler and Louisa Johnson – who will share their own stories in a series of films highlighting how they have been affected by self-doubt.
The programme will be officially launched at The Prince’s Trust centre in Kennington today (23 February).
L’Oréal UK&I's retained PR agency MHP is working on the campaign, specifically with the L’Oréal corporate team, L’Oréal Paris brand team, The Prince's Trust and Quite Frankly to provide PR support for the launch.
Dame Helen Mirren said: "Overcoming self-doubt is a journey and I am truly happy to see L’Oréal Paris partnering with The Prince’s Trust to help many young people who don’t believe in themselves. We have a responsibility towards this generation to lead by example in what we say, how we act, and what we do. I wholeheartedly support this initiative."
Cheryl said: "As a long-standing supporter of The Prince’s Trust and spokesperson for L’Oréal Paris I am so happy to support this partnership. Young people are currently facing more and more problems with self-confidence and we have to address these issues as a real priority. My hope is that this partnership will help young people feel accepted and valued for who they are and make sure that they get the support they need to make the most out of life."
In more detail, the campaign will involve:
• The L’Oréal Paris "All Worth It" confidence course, running quarterly at each of the 18 Prince’s Trust centres. It comprises four modules tackling issues such as body language, communication, employability and relationships.
• Learning materials to help build self-confidence, available on The Prince’s Trust new online learning platform. It will also connect young people to 'e-mentors' from companies like L’Oréal and other organisations who can provide online advice and support.
Prince’s Trust young ambassador Leanne Lashley said: "Growing up I was consumed by self-doubt. I suffered a number of traumas and was severely depressed. I took drugs to fill a void. But with help from The Prince’s Trust and through an incredible support network of friends and family, I was able to build the confidence to face adversity head-on. The Prince’s Trust helped me get back on track so now I want to help other people find the self-belief they need to reach their potential."