Digital Campaign of the Week: YouthNet

Celebrities and go-getting professionals encourage young people to get serious about their careers in YouthNet's latest viral campaign

YouthNet's Your Life on Track campaign
YouthNet's Your Life on Track campaign

What is it?

A viral video featuring advice for young people by experts from the worlds of music, fashion, journalism, beauty and business. 

It promotes, a new website from young people's charity YouthNet that offers help and advice on work, study and training.  

How did YouthNet persuade celebrities to participate?

Digital agency GraphicoDMG was commissioned to create the viral.

"They used their contacts and relationships with agents to approach celebrities, then arranged a day of filming that people could drop into at a time convenient to them," says Natasha Judd, the charity's marketing manager. 

How is the video being promoted?

Through the Your Life On Track channel on YouTube, as well as websites, forums, blogs and e-newsletters. 

How much did it cost? 

£25,000. The Vodafone Foundation funded the project. 

Third Sector's verdict

Entertaining, colourful and informative. It's difficult to talk to young adults aged 16 to 25 without sounding patronising or preachy, but this viral pulls it off.


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