Working class heroes: New plan to up social mobility

Havas Media Network UK has launched a new partnership with Media Trust to launch a mentoring programme designed to help UK charities working in social mobility unlock the potential of AI in their mission to drive greater equity of opportunity up and down the country.

‘AI for Good’ will see five charities receive bespoke support from Havas Media Network UK’s AI experts and a tailored team to tackle the real organisational challenges they face – whether financial, operational, marketing or beyond – rather than provide generic consultancy services.

Working alongside Havas Media Network UK mentors, each charity will explore where AI could add value and develop a clear roadmap for implementation.

The programme begins in January 2027 with a half-day AI hack session at Havas offices in London, Leeds or Manchester, followed by ongoing monthly mentoring tailored to each project.

Media Trust will support the programme’s recruitment and delivery, drawing on its expertise in the charity sector and providing access to specialist AI training and resources tailored to charities’ needs.

Participating charities will also have access to Media Trust’s AI training and resources, building on the media industry charity’s successful track record supporting the sector.

The AI for Good programme complements Havas Media Network’s broader social impact initiatives, including Havas Boost – a programme now in its fifth year that provides £150,000 in funding, media value and strategic expertise to high-potential founders from underrepresented backgrounds.

Recent winners include Christina Taylor of ASH Talent, who continues to work with Havas as a strategic partner.

The agency claims that, together, these initiatives demonstrate its ambition to drive meaningful change and create opportunities for those who face the greatest barriers.

Social mobility remains a major challenge in the UK, with 83% of people believing there is a significant class divide and many young people feeling it is harder to progress than for previous generations, according to the Sutton Trust.

Meanwhile the recent All In Census revealed working-class people make up around 40% of the UK population but just 19-20% of the industry workforce.

Charities of any size working to improve social mobility in the UK are encouraged to apply. No prior AI experience is required. Chosen charities will be announced in December with a view to kicking off in January 2027.

Havas Media Network UK chief planning and strategy officer Emma Withington said: “We know all too well that social mobility in our industry remains lagging behind. As a media agency, we have a responsibility to contribute positively to the communities we reach.

“This partnership with Media Trust allows us to share our expertise in AI with charities doing vital work to improve social mobility. It’s important we’re not passive in the fight, that we’re rolling up our sleeves and working alongside these organisations to create practical, lasting solutions.”

Media Trust chief executive Su-Mei Thompson added: “Charities are embracing AI, but many still lack the skills, confidence and support they need to realise its full potential. Partnerships between businesses and charities are critical if we are to close the digital and AI divide.

“Through this partnership with Havas Media Network, five charities working to advance social mobility will receive practical, hands-on support to tackle real challenges and build their confidence to use AI to further their mission.”

Working class heroes: New plan to up social mobility

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