The Learn The Hard Way campaign, put together by ad agency CHI & Partners, launches today on LinkedIn, where a person whose address is stated as "homeless" lists her skills as resourcefulness, problem-solving, independence, resilience and fast learning.
Employers engaging with the LinkedIn profile will be offered a ‘video CV’ to view, taking them to a 60-second YouTube ad showing the hardships some young people experience, such as homelessness or caring for siblings, and emphasising the skills they pick up.
Asked why LinkedIn was chosen for the campaign, CHI & Partners executive creative director Jonathan Burley told PRWeek: "It’s a direct contact to people in the industry to get them to think again about the kind of people they employ and the way they look at young people."
He said CHI & Partners, which owns PR agency Halpern, is increasingly working across different disciplines such as PR, marketing and advertising for campaigns. "The more channels we have open to us as an agency, the more exciting the big ideas will be," Burley added.
The Prince’s Trust CEO Martina Milburn said: "Getting a job is pivotal in making sure these young people get the chance to realise their potential.
"The charity market is more competitive than ever, so we wanted to remind people that The Prince’s Trust helps the most disadvantaged young people, and that by working together, we can reach more young people to help them turn their lives around."
CHI & Partners, which has worked with The Prince’s Trust for a number of years, worked on previous Prince’s Trust campaigns including Bad Press and The Tomorrow Store. The former also stresses the importance of not writing off young people, while the latter led to the opening of a shop selling products made by young entrepreneurs.