The&Partnership The&Partnership

Prince’s Trust

Class of Covid



2.8 million 16 to 25-year-olds don’t think their job prospects will ever recover from the pandemic. Today, youth charity The Prince’s Trust, launches a new campaign to drive awareness of young people across the UK who are struggling with the repercussions of the pandemic, and who will be hit hard by the cost-of-living crisis.


The campaign asks the public to recognise the ‘Class of Covid’ – a generation of young people whose confidence, education and opportunities were stolen by COVID-19 and its resultant lockdown. It celebrates young people’s resilience and resourcefulness and encourages the public and employers to support The Prince’s Trust in getting them into meaningful employment.


Creatively conceived and executed by The&Partnership, with mSix&Partners responsible for all media planning and buying, ‘Class of Covid’ presents a compelling portrait of a generation of young people destabilised and debilitated by the pandemic.

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