NEWS: Prince’s Trust signs BMP DDB to work on jobseekers scheme

The Prince’s Trust group has enlisted BMP DDB to develop an advertising campaign, targeting the young unemployed, to step up recruitment to the volunteer programme.

The Prince’s Trust group has enlisted BMP DDB to develop an advertising

campaign, targeting the young unemployed, to step up recruitment to the

volunteer programme.



A through-the-line communications strategy is being prepared,

concentrating on the programme’s objective to help jobseekers develop

their self-confidence, interpersonal skills and ambitions.



Ross Barr, the joint managing director of BMP DDB, commented: ‘We have a

special expertise in communicating with young adults and we’re delighted

to use this to help the Prince’s Trust Volunteers.’



The Prince’s Trust Volunteers run 12-week personal development courses

for 16- to 25-year-olds, involving a mixture of the employed and the

unemployed, of whom some are graduates and some are school-leavers

without formal qualifications.



BMP’s task will be to create a new look for the Prince’s Trust

Volunteers’ posters and leaflets, giving the organisation greater appeal

to the unemployed.



Many national employers, including Marks and Spencer, NatWest,

Sainsbury’s, and the BBC, send staff on the courses to gain experience

of dealing with a wide variety of people and circumstances.



Of the unemployed who attend the courses, 66 per cent find jobs within

three months, and 88 per cent are employed within a year.



Deborah Lincoln, the marketing director of the Prince’s Trust

Volunteers, explained: ‘By the year 2000 we plan to be working with

25,000 16- to 25-year-olds. Our partnership with BMP DDB is an important

part of our strategy to get our message directly to these young people.’



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