LifeSkills

Background

Confidence in banks had hit an all-time low and Barclays needed to do something about its brand image. To bring meaning to the brand purpose, 'Helping people realise their ambitions', they created LifeSkills, an open-to-all programme designed to help young people acquire the skills they needed to find a job and do well for themselves.

With youth unemployment at a 20-year high, Maxus wanted to speak to those teenagers who needed help most - disenfranchised youth who avoid mainstream communi- cation.