Title	THE TOMORROW PROJECT
Brand	THE PRINCE'S TRUST
Product/Service	TOMORROW'S STORE
Category	A02. USE OF EXHIBITIONS AND INSTALLATIONS
Entrant Company	CHI & PARTNERS London, UNITED KINGDOM
Advertising Agency	CHI & PARTNERS London, UNITED KINGDOM

Name	Company	Position
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.

Describe how the promotion developed from concept to implementation

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 success of the promotion with both client and consumer including some quantifiable results

In the months since its opening Tomorrow’s Store has become a thriving enterprise in the heart of the City of London. Creating a bridge between The Prince’s Trust, the incredible talent they help, and the local community. It has hosted 16 different pop-ups, giving Prince’s Trust entrepreneurs the invaluable opportunity to have their own presence on the high street – For many this provided the experience, confidence and opportunity that could transform their careers. It has also been a huge commercial success, raising £100,000 in the first five months alone. All of these profits are ploughed back into The Prince’s Trust, helping more young people to turn their lives around.

Explain why the method of promotion was most relevant to the product or service

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. This allowed us to showcase a wide range of the young people The Prince’s Trust helps, as well as engage with a new audience, and raise money.