The Prince’s Trust was founded by Prince Charles in 1976 to help disadvantaged people aged 13 to 30 to get their lives on track. This year its 40^th anniversary and to date it has helped more than 825,000 young people. Every day, it  supports 100 more.

CHI&Partners has worked with The Trust for more than a decade.

Its anniversary campaign, Parallel Lives, illustrates the life-changing impact the youth charity’s work has had on generations of young lives across the UK since it was founded 40 years ago.

It aims to increase support and in turn raise funds for the charity so it can continue its work.

The ads all feature a mirrored world, with one side showing a young person doing well and the other showing the parallel life they could have ended up with if The Prince’s Trust hadn’t been there to support them. The ads tackle a range of issues that affect many of the young people supported by The Trust, including homelessness, abuse and being in trouble with the law.

The lead ad will run in cinemas and TV across the UK and was directed by Miles Jay through Smuggler.

Prince’s Trust Ambassador, Jessie J, is supporting the launch of the campaign. “This campaign is a stark reminder that the 825,000 young lives The Prince’s Trust has helped to transform over the last 40 years could have been very different,” she commented.

Paul Brown, director of marketing and communications at The Prince’s Trust, noted, “The idea behind this campaign is to give people a sense of the incredible impact The Prince’s Trust has had on generations of young lives, but also why it is still vitally important they support us as we look to the future. By showing the flip side of what could happen to vulnerable young people who don’t get the right support when they need it most, we hope to make people stop and think about how they might be able to support our cause.”

Danny Hunt, creative director at CHI&Partners, added, “All too often, disadvantaged young people sadly believe they only have one road to go down in life. But The Prince’s Trust has shown nearly a million people a new path in life; a brighter future. In Parallel Lives, we wanted to show those two possible futures running in parallel, using a mirrored technique to really demonstrate how different those 825,000 lives could have been.”

Parallel Lives will run across owned, earned and paid channels, including TV, cinema, print, out-of-home and online – with media planning and buying from CHI&Partners’ sister agency m/SIX.

Credits:

Agency: CHI&Partners

Executive creative director: Jonathan Burley

Creative directors: Danny Hunt & Gavin Torrance

Planners: Sarah Clark & Paulina Goodwin

Executive producers: Matt Cresswell & Emma Modler

Producers: Jack Harris & Hannah Greene

Business director: Charmaine Murray

Account director: Sophia Allen

Production companies: Smuggler (TV), Siobhan Squire (print)

Director: Miles Jay

Photographer: Ben Stockley

Editing / Post-Production: MPC, Work Editorial & Paperhat FTP

Audio: Wave Studios

Music Company: Leland Music

Media Agency: m/six

Brand: The Prince’s Trust

Client: Paul Brown: Director of marketing and communications

Jack Lowman: Senior head of marketing

Georgie Mew: Head of marketing partnerships