Parallel Lives
The Prince’s Trust
Issue 40 | September 2016
Agency
CHI & Partners
Creative Team
Creative Directors: Danny Hunt and Gavin Torrance
Production Team
TV: Agency Producer: Matt Cresswell Production Company: Smuggler Director: Miles Jay Editing / Post-Production: MPC, Work Editorial Audio: Wave Studios Music Company: Leland Music PRINT: Photographer: Ben Stockley Creative Producer: Jack Harris Art Buyer: Emma Modler Production Company: Siobhan Squire Production Company Producer: Sophie Nicoll Post Production Company: Paperhat FTP
Other Credits
CHI&Partners: Account Director: Sophia Allen Business Director: Charmaine Murray Account Executive: Jessica Franklin Planning Lead: Sarah Clark Planning: Paulina Goodwin Media Agency: m/six Media Planner(s): Dwight Thomas, Jonathan Wharton, Nikkita Sidhu
Date
April 2016
Background
The Prince’s Trust ‘Parallel Lives’ campaign, created by CHI&Partners, celebrates the charity’s 40th anniversary. It illustrates the life-changing impact the youth charity’s work has had on generations of young lives across the UK since it was founded. It aims to mobilise support and in turn raise funds for the charity so it can continue to help thousands of vulnerable young people to develop the confidence and skills they need to make a good life for themselves.
Idea
‘Parallel Lives’ depicts the life of a typical young person The Prince’s Trust helps. 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 lead ad, which is running UK-wide across cinemas and TV, depicts the life of a young woman, representative of the people The Prince’s Trust helps. The spot uses a mirrored-image technique, showing the same young woman prepare for her evening in two different scenarios. At first glance, the mirrored lives are very similar, but as the ad unfolds, we see the stark and troubling differences in this young woman’s story. The film and its poignant message finishes with a call to arms to help save another generation of young people.
For the press campaign, mirrored print executions show three stories which represent the young people the Prince’s Trust help. 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.
Results
In the first month of launch alone (9th June – 13th July), the campaign activity has delivered a significant uplift in traffic to the Prince’s Trust website with 12,545 unique page views to the campaign landing page as a direct result of campaign activity.
The campaign has allowed the Prince’s Trust to reach out to and engage with their supporter base, and has also given cause for supporters to engage in conversations to their networks too. The campaign hashtag was used a total number of 660 times, generating 13.7m impressions.
The campaign delivered new warm leads for the Prince’s Trust fundraising efforts, 10.2% of the visits to the fundraising page have resulted in warm leads from people clicking through to show interest in one of the fundraising options and 721 people also signed up to the PT community in the form of email registrations to the PT Community newsletter.