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Web Film
The Prince’s Trust: Class of Covid
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2.8 million 16 to 25-year-olds don’t think their job prospects will ever recover from the pandemic. Today, youth charity The Prince’s Trust launches a new campaign to drive awareness of young people across the UK who are struggling with the repercussions of the pandemic, and who will be hit hard by the cost-ofliving crisis. The campaign asks the public to recognise the ‘Class of Covid’ - a generation of young people whose confidence, education and opportunities were stolen by COVID-19 and its resultant lockdown. It celebrates young people’s resilience and resourcefulness and encourages both the public and employers to support The Prince’s Trust in getting them into meaningful employment. Creatively conceived and executed by The&Partnership, with mSix&Partners responsible for all media planning and buying, ‘Class of Covid’ presents a compelling portrait of a generation of young people destabilised and debilitated by the pandemic. At the centre of the campaign is a two-minute film fronted by Ashley Walters - the actor, producer, director, rapper, and Ambassador for the charity. The film was scripted by Dan Dehlavi and Carl Storey, and developed in collaboration with director Renee Maria Osubu and Somesuch Productions. In the film, Walters delivers a galvanising graduation speech, to an audience representing the Class of Covid: "You have graduated from the toughest school there is … where isolation was your classroom and resilience was your homework,” he tells them: "You've had to fight harder than any of us, now it's our turn to fight for you". Walters’ graduation speech is intercut with the stories of four real young people whose lives have been changed by The Prince’s Trust – creating a platform for their voices to be heard by millions. These scenes are taken straight from the young people’s lives, giving testimony to their resilience and potential. As Walters’ delivery gathers pace, we see these young people's lives start to improve for the better - from a young man finding employment for the first time to a girl finding the inner resolve to re-enter society after lockdown.
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