Campaign Kid Prints - Roy Castle Lung Cancer Foundation
Advertiser Roy Castle Lung Cancer Foundation
Brand The Roy Castle Lung Cancer Foundation

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About CHI&Partners

In 2001 Clemmow Hornby Inge set out to change the rules and create a new model agency founded on producing Big Ideas for Ambitious Brands and then bringing them to life across all media. It worked.

CHI&Partners are now the UK’s leading independent full service agency. We offer fully integrated marketing solutions with a broad, eclectic mix of practitioners who develop media-neutral ideas and execute them in the most appropriate channels. It’s one seamless team of people who are both specialists and generalists - expert in their respective communication disciplines, but fluent in them all. Our specialisms cover everything from advertising to digital to direct to design to point of sale and media buying & planning - all under one roof.

At the heart of our success is a unique process designed to find those Big Ideas. We created it, developed it over time and it now forms the core of the agency and our manifesto for the future. In a nutshell: As people stop watching traditional advertising and start interacting with media, brand communications that fail to get consumer participation are increasingly wasted. This means our clients need big ideas for their brands that are so powerful, so entertaining, or so useful that people won’t skip past – in fact they will pass them on to others. This means understanding new consumer behaviours. It means going beyond engagement – to the facilitation of brand participation. To achieve this all communications disciplines need to work together, not in silos. The consumer is our partner, not our target. Instead of ‘advertising in’, it needs to be ‘product out’ – getting consumer participation with the brand at all touchpoints, and almost certainly these days putting digital at the heart of the communication. This is how we work at CHI&Partners. We don’t just advertise our clients’ brands – we get them talked about and interacted with - unleashing the power of participation.

Latest News


  • A mirrored ad shows the ‘Parallel Lives’ young people could have led if The Prince’s Trust hadn’t been there to support them
  • The Trust has helped more than 825,000 young people since 1976 and supports 100 more each day 

Today sees the launch of The Prince’s Trust’s new ‘Parallel Lives’ campaign, which illustrates the life-changing impact the youth charity’s work has had on generations of young lives across the UK since it was founded 40 years ago. The campaign, designed by CHI&Partners celebrates The Prince’s Trust’s 40th anniversary. It aims to increase support and in turn raise funds for the charity so it can continue to help thousands of vulnerable young people to develop the confidence and skills they need to make a good life for themselves.

The ads all feature a mirrored world, with one side showing a young person doing well and the other showing the ‘parallel life’ they could have ended up with if The Prince’s Trust hadn’t been there to support them. The ads tackle a range of issues that affect many of the young people supported by The Trust, including homelessness, abuse and being in trouble with the law.

The lead ad, which will run in cinemas and TV across the UK, depicts the life of a typical young person The Prince’s Trust helps. Directed by Miles Jay through Smuggler, the spot uses a mirrored-image technique, showing the same young woman prepare for her evening in two different scenarios. At first glance, the mirrored lives are very similar, but as the ad unfolds, we see the stark and troubling differences in this young woman’s story.

Prince’s Trust Ambassador Jessie J, who is supporting the launch of the campaign, said: “This campaign is a stark reminder that the 825,000 young lives The Prince’s Trust has helped to transform over the last 40 years could have been very different. “I hope the Parallel Lives campaign drives a new wave of support for this incredible charity. There are so many ways people can get involved and make a difference; from volunteering to fundraising, making a donation or partnering with The Trust so they can help even more young people in more places.”

Paul Brown, Director of Marketing and Communications at The Prince’s Trust, said: “The idea behind this campaign is to give people a sense of the incredible impact The Prince’s Trust has had on generations of young lives, but also why it is still vitally important they support us as we look to the future. By showing the flip side of what could happen to vulnerable young people who don’t get the right support when they need it most, we hope to make people stop and think about how they might be able to support our cause.”

Sarah Golding, CEO of CHI&Partners, said: “CHI&Partners is privileged to have been the creative partner of The Prince’s Trust for more than ten years – and it’s been a real delight to work on this campaign, celebrating 40 years of changed lives thanks to the Trust. We hope it will lead to increased support for many more young lives over the next 40 years.”

Danny Hunt, Creative Director at CHI&Partners, said: “All too often, disadvantaged young people sadly believe they only have one road to go down in life. But The Prince’s Trust has shown nearly a million people a new path in life; a brighter future. In ‘Parallel Lives’, we wanted to show those two possible futures running in parallel, using a mirrored technique to really demonstrate how different those 825,000 lives could have been.”

‘Parallel Lives’ will run across owned, earned and paid channels, including TV, cinema, print, out-of-home and online – with media planning and buying from CHI&Partners’ sister agency m/SIX.

To watch the ad, donate or join in, search ‘Prince’s Trust’ online.  

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