Campaign details

Brand: NCS
Advertiser: HM Government
Agency: Ogilvy & Mather

The summary

HOW WE INSPIRED 100,000 YOUNG PEOPLE TO CHANGE THEIR SUMMER, FOR GOOD

The National Citizen Service – or "NCS" – is a government-funded, school-endorsed summer youth programme, conceived by David Cameron in 2010 to improve social mobility in Britain.

And with the lowest social mobility of any developed country1 – with only 1 in 8 from low-income backgrounds becoming a high earner as an adult2, and most young people believing that where they end up in life will be determined by who their parents are3 – Britain desperately needs NCS.

The NCS Trust, which organises the programme, had big growth ambitions for NCS's fifth year. It wanted to grow the number of year 11s signing up to NCS by more than 7%.