Prince’s Trust hands youth recruitment drive to TMW

Princes TrustThe Prince’s Trust has hired TMW Unlimited to be its youth marketing partner of record to support its digital marketing activities, evaluate its current marketing and accelerate a more connected approach to youth recruitment.

This appointment marks the first time The Prince’s Trust has recruited an agency to support the entirety of its youth recruitment programme.

A major part o the brief will see TMW implement creative campaigns that encourage disadvantaged young people to engage with The Prince’s Trust. Specifically, the work will focus on getting the target groups of young people to understand the value of what The Trust delivers: initiatives that help to build confidence and skills for work.

Activity will span all channels, from influencers and content strategies to performance media buying and optimisation, with insights provided by the Human Understanding Lab.

The Prince’s Trust director of brand and marketing Sylvia Lowe said: “From the first meeting with TMW, we could tell they would be the perfect fit.

“Their human understanding approach and cross-channel expertise match up perfectly with our objectives of reaching an audience facing the greatest adversity by supporting them to build confidence and skills for work and to create a stable, fulfilling future.”

TMW Unlimited chief executive Chris Mellish added: “Not only do The Prince’s Trust completely align with our values but I think we’re perfectly set up to enable them to achieve their goals. We’re all about leveraging the science of behaviour change and bringing that to life with standout creativity across every channel, and that’s exactly what’s needed.”

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