Using the strapline “Good for Nothing”, the print, outdoor and digital campaign hopes to challenge the assumption that young people are involved with anti-social behaviour and crime.
It highlights four young people who do “good for nothing” by giving up their free time to volunteer on community projects.
Developed by branding agency, Cake, the ads depict the young people and tell the story of their volunteer work, asking adults to think before judging people based on age.
The ads will run throughout November and December across the London Underground, bus interiors, regional outdoor sites and press ads in The Guardian, Metro and London Lite.
A website gives access to the volunteers full case studies, behind the scenes footage of the ad photoshoot and the V blog.
Terry Ryall, chief executive of V, says: “The four volunteers featured in the campaign have all been victims of negative stereotyping and yet continue to give up their time for free to benefit the community. They represent a whole generation of young volunteers who are positively contributing to society or in simple terms doing “good” for “nothing”.”