Volunteer service challenges youth stereotyping

V, the National Young Volunteer Service, is launching an advertising campaign that aims to dispel negative youth stereotypes.

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”.”

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here