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Learn the Hard Way

Award: Wood Pencil

Wood Pencil / Digital Marketing / Use of Social Media / 2015

In collaboration with CHI & Partners, the Prince's Trust launched Learn The Hard Way, a campaign challenging the preconception that disadvantaged young people don't have the skills required to get into work, education or training. A TV spot told the hard-hitting stories of young people living through abuse and misfortune. In the piece, young people use words and phrases typically found on CVs to convey how they deal with adverse scenarios. To extend the film's message, CHI created a LinkedIn profile for Lois, the homeless girl featured in the film. She connected with some of the biggest names in the business world and invited them to view her video CV and endorse her skills. The campaign gave meaning to clichéd business expressions, and highlighted the amazing potential of vulnerable young people.

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