The EY Foundation smashes low-income stereotypes

The EY Foundation, a charity focused on improving social mobility through access to paid employability skills programmes, has released this impactful campaign created by Ogilvy and directed by Nicolas Jack Davies through The Sweetshop. 

Spotlighting the overlooked potential of young people from low-income backgrounds, the hero film follows hard-working teens and the unique skills they possess. The creative addresses head-on the benefits employers lose out on when overlooking underrepresented talent, while also tackling some of the stigmas surrounding Gen Zs attitudes to work. 

Many of the cast have taken part in one of the EY Foundation’s programmes or have previously received free school meals. Tyrese Walters, who plays a football influencer, has been through The EY Foundation himself, as have students Lamia Hossain and Mary-Lou Gooden who worked on behind the scenes production.