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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 … read moreof 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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Director of Brand & Marketing: Sylvia Lowe
Head of Brand & Marketing Partnerships: Lou Duffy
Brand Marketing Manager: Nat Perkins
Agency
CEO: Sarah Golding
Managing Director: Sarah Clark
Planning Director: Oli Waterstone
Business Director: Lucy Almond
Senior Account Manager: Ffion Green
Head of Integrated Production: Charles Crisp
Head of Art Buying: Emma Modler
Senior Designer: Rich Forder
Creative Artworker: Tony Bull
Production
Production Manager: Dijian Eccles
1st AD: Afzal Robbanni
2nd AD Cairn Mckenna
Photography:
Photographer: Cian Oba Smith
Agent: Wyatt Clarke + Jones
DOP: Gavin Williams
Post-Production:
Editors: Hasani Franke
Producer: Tasha Beddoe
Visual Effects: ETC
Colourist: Jason Wallis
Audio Post Production:
Composer: Pete Sandberg
Sound Design & Mix: Phil Bolland
Audio Producer: Ciara Wakley
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