Bauer Media Outdoor UK and The Prince’s Trust celebrate 20 years of partnership with a new Out of Home campaign

A new Out of Home execution of the ‘Class of Covid’ campaign marks the 20th anniversary of Bauer Media Outdoor’s and The Prince’s Trust’s partnership.

Bauer Media Outdoor, one of the UK’s leading Out of Home media and infrastructure companies, joined forces with The Prince’s Trust, a national charity supporting young people, to launch a new Out of Home campaign, celebrating the 20th anniversary of their partnership.

The artworks were creatively conceived and executed by The&Partnership as part of the wider ‘Class of Covid’ campaign that the charity first launched in October 2022 and has been highly commended at the Outdoor Media Awards earlier this year. ‘Class of Covid’ has become the cornerstone of The Prince's Trust, explaining why young people need our support right now.

To mark the 20th anniversary, the new creatives highlight the contextual relevance of the partnership as the campaign will be running across Bauer Media Outdoor’s digital Out of Home (DOOH) sites, including bus shelters and roadside billboards, until the end of this year.

Richard Bon, Managing Director at Bauer Media Outdoor, said: “The Prince’s Trust has been Bauer Media Outdoor’s longest-standing charity partner and I’m so proud of what we have achieved over the past 20 years. Having been involved in the partnership since the very beginning, this is a very special milestone for me personally and the whole business.”

“Using Out of Home as a platform for good, our support has gone beyond donating media space at scale, with many of our colleagues getting involved hands-on over the years as well. The latest Out of Home campaign is just one of the many ways that we will continue to play our part in supporting the charity’s vital work with young people,” he added.

Lou Duffy, Head of Brand and Marketing Partnerships at The Prince’s Trust, said: “Over the past 20 years, our powerful partnership has enabled us to raise awareness and inspire support to help transform young lives.

“We're excited to launch our latest Out of Home campaign to mark two decades of impactful collaboration and are immensely grateful for Bauer Media Outdoor's continued support to help empower young people to reach their potential." 

Bauer Media Outdoor has been supporting The Prince’s Trust with pro bono media space since 2004, estimated to be worth £20 million over 20 years. Bauer Media Outdoor became the charity’s Silver Patron in 2013, with employees taking part in fundraising activities such as the Palace to Palace bike ride or participating in the charity’s employability scheme ‘World of Work’.

In 2019, Bauer Media Outdoor partnered with The Prince’s Trust to launch a new initiative, displaying artworks by emerging artists working with the charity. A selection of artworks has been showcased across Bauer Media Outdoor’s DOOH screens to help kickstart the careers of the next generation of entrepreneurs.

Bauer Media Outdoor has been supporting the overall ‘Class of Covid’ campaign since 2022. 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 to support The Prince’s Trust in building the confidence and skills they need for work, education and training.  

The Prince’s Trust helps tens of thousands of young people each year to build the confidence and skills they need to realise their potential. Three in four young people on Prince’s Trust programmes move into work, education or training.  Click here to find out more about supporting The Prince’s Trust.