According to UK’s leading charity for young people Prince’s Trust, the overall wellbeing of young people in Great Britain has now registered the lowest point since 2009. In order to change that, the organization — together with the famous French cosmetic company L’Oréal – has just started a three-year-long campaign suggesting that it’s ‘All Worth It.’ Launched on 23 February, the program aims to offer support for 10,000 young adults across England.
Their recent report demonstrates that about a quarter of young adults feel they don’t have control of their own lives, this leading to a lack of confidence ‘epidemic’. Based on a survey conducted among 2,215 young people aged 16 to 25, about 61% of young adults feel they are held back due to a strong lack of confidence; 45% are not happy of their body image, and 37% feel they can’t succeed at school or workplace.
The campaign’s purpose is to improve young adults’ thoughts, while turning self-doubt into self-worth. Part of the charity’s Fairbridge program, the All Worth It confidence training will engage youths to work on their confidence, to build positive relationships, and also teach them to control their body language.
For this initiative, 15 ambassadors joined forces, including various inspirational figures like English actor and representative of the Age Perfect campaign Dame Helen Mirren, Louisa Johnson, Cheryl, Marcus Butler or Katie Piper; and together they want everyone to embrace who they are and fulfil their potential. We can see each of them in a series of videos describing their feelings when they have doubts about themselves. The strong emotional statements are screened by advertising agency McCann London that was named in the Top 10 agencies in the World by Gunn Report.
Dame Commander of the Order of the British Empire, Helen Mirren, declared that: “Overcoming self-doubt is a journey and I am truly happy to see L’Oréal Paris partnering with The Prince’s Trust to help many young people who don’t believe in themselves. We have a responsibility towards this generation to lead by example in what we say, how we act, and what we do. I wholeheartedly support this initiative.”
Speaking of the partnership between the cosmetics brand and the charity, the General Manager of L’Oréal Paris UK and Ireland, Adrien Koskas, declared: “Self-worth has always been a core value for the L’Oréal Paris brand. [..] That’s why we are partnering with The Prince’s Trust to help young people who feel excluded or invisible to transform their self-doubt into self-worth,” concluding his statement saying “we do believe we are ALL WORTH IT.”
During the “Because You’re Worth It” campaign, the award-winning agency worked previously with the beauty products brand, launching the #YoursTruly initiative. This time, the brand celebrated diversity, by promoting the True Match foundation range, which covers 23 different skin tones.
McCann London was named as the Agency of the Year 2016 for U.K. at the Clio Awards in New York. During the event, the London-based agency won 4 Gold and 5 Silver awards for the “Survival Billboard” work. Furthermore, the project, conducted in association with Microsoft, for XBOX, brought the agency 18 Lions at the Cannes Lions 2016, this being the second most awarded campaign at the well-known global festival.
“A big hit with the public and awards juries alike, this campaign has picked up an Andy, 9 Creative Circle, 6 One Show (including Best in Discipline) and 2 Webby awards and now recently winning a staggering 18 Cannes Lions with 5 gold, 9 Silver and 6 Bronze making McCann London the most Cannes awarded creative agency in the UK,” is the message that accompanies this innovative work.
Credits:
L’Oréal Paris; The Prince’s Trust
Agency: McCann London