PromaxUK

Project Name

TAG – Transforming a generation

The Media

A 30 second TV ad. The ad may also run virally, on social media, in TAG presentations and in gyms (no sound – may need subtitles).

What’s the Communication Opportunity

There are over a million young people, 18-24 that are not in education, training or employment in the UK. This leads to problems with drugs, alcohol and crime. TAG helps them find long term solutions by offering real training and opportunities to start a career. We want viewers to think about this large group of young people, right here at home, that need vocational opportunities. They are in a rut they don’t have experience or qualifications so they can’t get a job, so can’t get experience, to break the cycle. Tag offers them practical training and a 4 month work placement to bridge that gap.

Who are we talking to?

It’s difficult for us to predict the audience we will receive from donated airtime. We should plan on a wide, mainstream audience, predominately adults, across the income range.

What’s the most important thing to say to them?

The gym can change your looks, your health and your perceptions. TAG transforms disadvantaged young people’s lives through fitness.

It’s hard to find a job when you’re young, struggling with a tough background and rough breaks. TAG gives these young adults training, awareness, confidence and an understanding of how to relate to others. It gives them a chance to have a career. It changes their perception of the world, we’d like them to change yours. Go to our website to see how TAG graduates got their lives in shape and now help support YOU at the gym.
TAG reaches out to bring young people into training in Customer Service, Physical activity for children or as a Fitness Instructor. They all get 6 weeks training which results in a Level 2 NVQ. They get help finding a 4 month work placement and after graduation are qualified to work in the Fitness Industry. Tag has 40 centres and is looking for long term solutions to change their lives at a formative age.

TAG works with all the major industry players and was founded by Fred Turok, chairman of the FIA and LA Fitness. His passion about this lost group has led him to try and create 2,000 new jobs for young people in 2011. The charity is only a year old and showing real success. 90% of its students complete the programme and 40% have gone on to find permanent work. These % are unusually high.

How should this brand speak?

Cool, athletic and fun. It’s a positive message focused on success

Anything else that is helpful or useful to know?

The website has to be strong and easy to connect with idea, so it is remembered. Tagworks.org