CHI pulls out all the stops for Prince’s Trust rallying cry

More ’cause’ advertising, following on the heels of FCB Inferno’s effort for Unicef.

Bad luck on The Prince’s Trust and long-serving agency CHI&Partners as so-called “compassion fatigue” often sets in here.

TPT helps people under 30 into jobs and a more fulfilling future and is undoubtedly HRH’s biggest achievement to date.

Set to a poem by 16-year old Maya Sourie with the bold line: “pain is nothing but the fuel to reach my full potential.” ‘Youth Can Do It’ is the ad debut of Andrea Arnold, director of American Honey which has a similar theme.

So CHI is pulling out all the stops.

These things are hard to judge as no-one wants to pour cold water on a good cause. But the film’s gritty and optimistic at the same time, not easy in this sector.

MAA creative scale: 8.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.