In the autumn 2022, research had found that 2.8 million 16 to 25-year-olds didn’t think their job prospects would ever recover from the Covid-19 pandemic. Youth charity The Prince’s Trust decided to launch a new campaign to drive awareness amongst young people across the UK who were struggling with the repercussions of the pandemic and those hit hard by the cost-of-living 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.
Plan
Recognising the complexities of launching a campaign in today's fragmented media landscape, the charity identified cinema as a pivotal channel. Cinema providing unparalleled attention from an affluent audience, making it indispensable for the campaign's aims and could deliver cost-efficient incremental audience reach, while importantly immersing viewers in an environment of heighted emotional engagement. Alongside cinema the wider channel mix included BVOD, Addressable TV, Paid Social, OOH, and PR to maximize coverage.
Results
Through cinema The Prince’s Trust successfully engaged its target audience, raised awareness and importantly inspired action.
4.2pp
incremental reach to BVOD and Addressable TV
47%
felt compelled to act after being exposed to the AV creative
+63%
uplift in The Prince's Trust's homepage visits compared to the same period YOY
