Since July 2019, Facebook and The Prince’s Trust have been working together to reach, inspire and connect vulnerable young people with opportunities and networks of support.
Together, the partnership has reached over 3 million young people through inspirational social media campaigns, as well as supported more than 1,000 young people through Enterprise and Get Hired.
Facebook has shared senior marketing guidance and mentorship to The Trust’s digital marketing and innovation teams, as well as supported with gift-in-kind advertising credits to enable The Trust to reach and support young people – an initiative which really came into its own when the pandemic peaked in mid 2020.
Mollie Pearse, Marketing Lead at Facebook says: "We started partnering with The Prince’s Trust in July 2019 and it has been a real source of pride to watch the partnership grow. Together, we identified an opportunity to inspire young people to fulfil their potential, offer them digital skills training and connect them to employment pathways.
In 2020, Facebook reacted quickly to the Covid-19 pandemic by supporting The Trust with two new national marketing campaigns. As The Trust’s ‘Young People in Lockdown’ report highlighted, the pandemic was starting to have disproportionate impact on young people in the UK, with 43 per cent of young people reporting increased levels of anxiety, whilst 47 per cent of young people said they no longer felt in control of their lives.
The ‘Start Something’ campaigns aimed to reach vulnerable young people during this time, and inspire them to reach out to The Trust for wellbeing support and skills development opportunities through its Coronavirus Support Hub.
As the pandemic continued, the Resolution Foundation predicted that 600,000 young people would become unemployed due to the economic impact of Covid-19. In response, the ‘Get Hired’ campaign aimed to raise awareness in the business community that companies can hire talented youth through The Prince’s Trust and Get Hired Live events. By December 2020, the campaign had reached 3.2 million people across the UK, with campaign videos on social media generating 994,000 views, driving mass awareness of the Get Hired brand.
Mark Hamilton, Head of Facebook Marketing EMEA for Social Good and Business Equality, who led the development of both campaigns says:
"Moving into 2021, our partnership will continue to address the youth unemployment crisis with the delivery of a new digital skills programme. With a focus on social media marketing, the online, technical course will run in partnership with Coursera, enabling a young person to achieve a Social Media Marketing Professional Certificate and be trained for a role as a social media executive.
"As part of its development, Facebook is bringing together a consortium of employer partners to hire young people coming through the programme, creating a genuine road to employment.
At a time when it is needed more than ever, The Prince’s Trust looks forward to a bright future for the partnership and sincerely thanks Facebook for their continued support and amazing staff who give up their time to support young people.