NCS: Change Your Summer

Chris Toumazis

The National Citizen Service (NCS), a voluntary personal and social development programme in the UK, encouraged more year 11s than ever to sign up by launching a campaign with YouTube influencers and NCS participants.

Campaign details

Brand: NCSAdvertiser: HM GovernmentAgency: 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...

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