Jack Petchey Foundation hires Amazon to shake negative perceptions of youth

The Jack Petchey Foundation, a youth charity, has hired issues specialist Amazon to highlight positive contributions to society by young people.

The agency was brought in after a competitive pitch. It will seek to raise awareness of the achievements of young people aged 11 to 25 through the foundation's programmes, which include public speaking competitions, achievement awards, music events and partnerships with organisations such as the Sea Cadets and Royal Academy of Dance.

Amazon has engaged a number of celebrities, including Tamzin Outhwaite, Brooke Kinsella and world record breaker Mike Perham to help with the campaign.

Account director Kirsty Kitchen said: 'Unfortunately, young people are more often than not portrayed negatively in today's media. We're extremely proud to be part of a project that will help to redress that imbalance.'

Amazon's other clients include COI, Capacitybuilders and The National Trust.

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