The Prince's Trust and L’Oréal Paris launch "All Worth It" Campaign, created by McCann London

The Prince's Trust and L’Oréal Paris launch "All Worth It" Campaign, created by McCann London

Feb. 24, 2017

The Prince’s Trust and L’Oréal Paris announced the launch of their ‘All Worth It’ programme as part of a new three-year collaboration. The programme aims to support young people, whoever they are and wherever they’re from, by offering training on key life skills at Prince’s Trust centres and online.

The ambition of the programme is to help transform self-doubt into self–worth for over 10,000 young adults across the UK after new figures released today by The Prince’s Trust reveal that one in three young people don’t believe in themselves*.

The new ‘All Worth It’ campaign, created by McCann London with media partner Maxus, sees 15 ambassadors including Dame Helen Mirren, Cheryl, Katie Piper, Marcus Butler and Louisa Johnson share their own personal stories in a series of films highlighting how they have been affected by self-doubt. They will continue to be involved in a number of ways, from supporting via their own social media channels to participating in training courses and at the centres.

The campaign is the latest in L’Oréal and McCann’s 45-year relationship. The ambassador films will be available online and supported by extensive social, national press, magazines and large format out of home activity, including a spot at the iconic Piccadilly Circus billboard site.

The confidence training programme, which will form part of The Trust’s existing courses, will run across all 18 Prince’s Trust centres and will also be available digitally via The Trust’s new online digital learning platform. The programme will address issues such as body language, communication, employability and relationships while the online platform will connect young people to e-mentors from L’Oréal and other organisations who can provide online advice and support.

Adrien Koskas, General Manager, L’Oréal Paris UK and Ireland, said:

“Self-worth has always been a core value for the L’Oréal Paris brand. Whoever you are, wherever you’re from. 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. We’re very proud of the hard hitting campaign supporting this partnership, embodied by a broad range of inspirational ambassadors that celebrate diversity and self-realisation, because we do believe we are ALL WORTH IT.”

 

Dame Helen Mirren said:

“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.”

 

Cheryl said: 

“As a longstanding supporter of The Prince’s Trust and spokesperson for L'Oréal Paris I am so happy to support this partnership. Young people are currently facing more and more problems with self-confidence and we have to address these issues as a real priority. My hope is that this partnership will help young people feel accepted and valued for who they are and make sure that they get the support they need to make the most out of life.”

 

Dame Martina Milburn, Chief Executive at The Prince’s Trust, said:

“We know that a lack of confidence can be a huge barrier for those young people trying to move into work, education or training. These new figures we’re releasing today remind us of how much more work we have to do. We are delighted to be partnering with L’Oréal Paris in such an impactful partnership.”

 

Lisa Conway, Managing Partner, McCann London, added:

“McCann created the iconic endline ‘Because I’m worth It’ in the 1970s. It’s a privilege now, in 2017, to be able to work with L’Oréal and the Prince’s Trust to give young people all over the UK the tools they need to truly believe it. This campaign reflects the evolution of the line, ‘Because We’re All Worth It’ and shows our long-term commitment to make the face of the beauty industry a more diverse and inclusive one.”

 

About the research:

*A sample of 2,215 16-25 year olds took part in an online survey, conducted by YouGov on behalf of The Prince’s Trust between the 3rd and 28th of November 2016. The figures have been weighted and are representative of 16-25 year olds in the UK.

The programme was officially launched this morning at The Prince’s Trust centre in Kennington by a host of supporters, led by Dame Helen Mirren.

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