Career charity offers way out of the 'scrap heap'

FutureYou, a charity that provides a free online careers and education resource for young people, is launching a TV ad showing teens buried in a dump.

The TV ad, created by M&C Saatchi on a pro-bono basis, is part of a campaign including activity in print, outdoor, online and in schools.

MediaCom has secured free space across nationwide media platforms.

The campaign aims to raise awareness of the Future You website, which offers advice and guidance to young people currently not in employment, education or training (dubbed "neets").

Directed by Simon Stock on behalf of Moxie Productions, the 40-second and 20-second ads show young people buried in a dump.

The voiceover from British actor Craig Kelly explains that more than one million people feel like they have been left on the scrap heap, but they no longer have to, with the help of the charity. He urges young people to "find the FutureYou".

The copywriter and art director was Orlando Warner.

Sherry Adhami from FutureYou said: "The concept for the advert is simple and literal. In reality, almost one million young people in the UK feel consigned to life on the scrap heap and we have refused to shy away from this upsetting fact, by bringing it to life through a nationwide advertising campaign."

Carrie Hindmarsh, managing director of M&C Saatchi, said: "FutureYou is a cost-effective programme aiding social mobility by harnessing the potential of our young people. It is a proven model that works and we look forward to many more great partners signing up to offer their expertise."

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