This charity marketing stunt from Prince's Trust takes place on LinkedIn, increasing awareness of its mission to support youth who are struggling with school and unemployment. On LinkedIn, the campaign introduces Lois Amanda Clarke, a woman with the professional title of "Homeless." Lois is a representation of thousands of real youths in the UK, who often miss out on employment opportunities because of their troubled pasts and judgement placed upon them by others.
Supported by a TV ad that's also shared on the LinkedIn page, the 'Learn The Hard Way' message is reiterated by showing how troubled youths have had to motivate themselves, work under pressure and deal with conflict. The profile for Lois also has skills that can be endorsed to support the message.