Ambitious Applications

London Youth’s latest campaign reveals how the charity hacked into the job market, turning every out-of-reach job posting in London into a brand new and totally free, 1-to-1 direct media channel, connecting the city’s disadvantaged youth with the people and businesses that have the power to help them.

The ‘Ambitious Applications’ campaign, created by RAPP UK and Fleishman Hillard, highlights young Londoners as the next generation of leaders, creators and thinkers, with the ambition to match. However, the story behind it has a more serious message. While the city is the home of opportunity, its youth clubs are vital spaces where young people can develop the life-changing skills needed to compete for work. Yet without funding, many are at risk of closing, leaving young ambitious people invisible to employees.

The campaign resulted in direct response letters being sent to jobs ads at major London employers such as The F.A., Boeing, Dorchester Group and Bloom and Wild, alerting them to the potential closure of youth clubs. By targeting those who are in a position to help and by raising awareness of the issues young people face in the job market, the letters have helped to open up conversations between London Youth and potential fundraising and corporate partners. This campaign is a fundraising first. It has created a unique way of targeting those who are in a position to help vital resources such as youth clubs, raising awareness of the issues young people face in the market. All through the voice and experience of a charity that has been advocating for London’s youths for over a century.

As part of the ‘Ambitious Applications’ campaign, a street art installation will be unveiled today in the heart of Shoreditch, highlighting the issues facing London’s next generation of employees. Commissioned by London Youth with RAPP UK, the mural, painted by artists in collaboration with Global Street Art, is an open letter to London, on behalf of its young people who will struggle to find employment. The activation will also include the shopfront takeover across all KFH branches in London, as well as major construction hoarding sites across London.