| Title | THE TOMORROW PROJECT |
| Brand | THE PRINCE'S TRUST |
| Product/Service | TOMORROW'S STORE |
| Category |
C08. CHARITIES, FUNDRAISING, APPEALS, NON-PROFIT ORGANISATIONS, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS |
|
Entrant Company
|
CHI & PARTNERS London, UNITED KINGDOM
|
|
Advertising Agency
|
CHI & PARTNERS London, UNITED KINGDOM
|
Credits
| Jonathan Burley |
CHI/Partners |
Executive Creative Director |
| Jay Phillips/Neil Clarke |
CHI/Partners |
Creative Director |
| Matt Searle |
CHI/Partners |
Copywriter |
| Sarah Levitt |
CHI/Partners |
Art Director |
| Gabrielle Heyse Moore/Daniel Beardsley |
Found Associates |
Architects |
| Georgina Mew |
CHI/Partners |
Account Director |
| Sarah Clark |
CHI/Partners |
Planner |
| Philip Bosher |
CHI/Partners |
Designer |
| Matt Hunt |
CHI/Partners |
Graphic Designer |
| Dan Beckett |
CHI/Partners |
Head Of Art |
The Brief
In 2013 youth unemployment in the UK hit 1.2 million, the highest rate in 17 years. At the same time young people generally weren’t held in high esteem, and many faced an uphill battle to make a success of their lives. Our challenge was to find a way to raise awareness of the charity’s ongoing work, celebrate the young people that The Prince’s Trust helps and increase donations off the back of this.
Creative Execution
Outside of their core supporters many people don’t realise The Trust need £1 million a week in order to continue their good work. There’s also a lack of understanding about how they actually help, and most importantly people are failing to see the importance of supporting today’s youth.
Rather than just explain to the public, we set out to publically showcase the talented entrepreneurs that The Trust supports by giving them their very own store. Not only would this provide an engaging way for people to donate, but it allows them to hear individual stories and see the end results.
Describe the creative solution to the brief/objective.
We created ‘Tomorrow’s Store’; a unique store that celebrates the young entrepreneurs that The Prince’s Trust helps. Every element was designed to be totally transformable – from product displays and lighting, to business cards and signage. Each month we gave the store to a new resident, providing them with a space to sell their products, gain recognition and tell their story. Our ambition for the store was to reach a new audience with the stories of some of The Prince’s Trust young people, whilst also raising money for the charity.
Results
In the months since its opening Tomorrow’s Store has become a thriving enterprise in the heart of London. Creating a bridge between The Prince’s Trust, the incredible talent they help, and the local community.
It’s hosted 16 different pop-ups, giving Prince’s Trust entrepreneurs the invaluable opportunity to have their own high street presence – For many this provided the experience, confidence and opportunity that could transform their careers.
It’s also been a huge commercial success, raising £100,000 in the first five months alone. All these profits are ploughed back into The Prince’s Trust, helping more young people turn their lives around.