National Citizen Service charity launches £3m rebrand and advertising campaign

The NCS Trust says the cost is £1m less than original estimates

NCS website
NCS website

The National Citizen Service Trust has launched a £3m rebrand and advertising campaign.  

The rebrand includes a new website, branding, logo, slogan and an advertising campaign that will run over the course of the next three years at a cost of about £1m a year. 

The charity, which runs the government's National Citizen Service scheme, said the rebrand and advertising campaign, which was produced by the creative agency Karmarama, was originally budgeted at between £4m and £10m.

The NCS Trust was criticised for the anticipated cost of the rebrand and advertising campaign when it began tendering for a partner organisation to carry out the work earlier this year. 

The new campaign will focus on showing the "societal and internal no’s" young people across the UK face, along with the NCS’s new slogan "No We Can".

A film will be shown in cinemas featuring a cast of young people, including some NCS programme graduates using the NCS slogan to combat being patronised.

The multimedia campaign will also feature on social media, radio and digital, and will even be adapted for school assemblies.

Miriam Jordan Keane, chief marketing and sales officer at the NCS Trust, said the new branding had been developed with young people, and the organisation had implemented a mobile and digital-first strategy to keep in tune with how teenagers communicate.

"As NCS approaches its own teenage years, it is right that our organisation evolves to fit with the changing expectations and requirements of young people," she said.

"This has meant being honest about the areas of the programme that work wel and those that need improvement. 

"Our rebrand and the 'No We Can' campaign will enable us to better showcase the full breadth and depth of the NCS programme, increasing awareness and consideration among a far greater number of teens."

The government has committed about £1.5bn since 2010 to the NCS, which runs a number of two to four-week programmes for 15 to 17-year-olds during school holidays in the spring, summer and autumn.

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