Save a Lost Generation
PHA Media developed a campaign to target the top ten towns in the UK that are worst affected by youth unemployment. The “Save a lost generation campaign” was developed from an advertising slogan into a national call to action for local schools, businesses and councils to engage with Young Enterprise and help give young people an opportunity to learn the about enterprise and do something practical to help secure meaningful employment and enhance life skills
With rising unemployment figures, Young Enterprise launched a poster campaign to tackle the issue of youth unemployment head on by bringing to life the crucial work that Young Enterprise does in preparing students for working in business and the role that corporations can play. The campaign used the slogan “Save a lost generation” and pictured stark images of empty office spaces, car parks and tube stations to alert the nation to the damage being inflicted on Britain’s young people by high unemployment. Young Enterprise wanted to develop a PR campaign around the posters that raised awareness of the charity, encouraged new schools to sign up to their programmes, encouraged individuals and businesses to volunteer and attracted corporate donors to provide much needed fundraising support.
Originality and creativity
We worked with Young Enterprise to identify the ten areas of the UK both worst affected by youth unemployment and with the greatest need for increased engagement in their programmes. We then embarked on an interview process to find alumni in each key region who experienced the benefit of taking part in Young Enterprise whilst at school or college. We used their stories to humanise the benefits of taking part in Young Enterprise initiatives and to act as a voice for putting out a call to action for local schools to sign up to Young Enterprise programmes and local business owners to lend their time and support as volunteers.
Strategy and implementation
We secured an exclusive with The Sun to launch the campaign in their Sunemployed section, which featured the success story of a previous Young Enterprise student, Frank Yeung, who now runs his own food business and is creating jobs. The case study concept was then implemented in each of the ten towns targeting key media outlets across Newcastle, Portsmouth, Knowsley, Wolverhampton, Hackney, Rhondda, Bristol, Leeds, Derby and Ipswich.
Results and evaluation
The campaign was extremely successful with hard hitting press coverage secured in each region resulting in 38 pieces of coverage including five in the national press, 15 regional articles, nine online features and nine broadcast interviews including two regional features on ITV News. The impact of our coverage generated significant investment in the charity by several local councils in our target areas.
The great team at PHA have been a huge part of our campaign to rebrand the Young Enterprise charity with our Save A Lost Generation campaign. With their help in only a few weeks we hit the national media with a full page piece in The Sun, and ITV news item, several lead. PHA has the news sense, the contacts and the energy to make a real difference. I can’t recommend them highly enough
Express & Star