Using our messaging for your communication.

Our communication is guided by five pillars:

Empowering

We inspire confidence and capability in young people.

Inspirational

Our messages are uplifting and motivating.

Optimistic

We maintain a positive and hopeful outlook.

Determined

Our mission is to work for young people.

Inclusive

We are committed to ensuring we are accessible to all our audiences.

Messaging and tone of voice

Using our messaging

Our mission is to work for young people, by empowering them to build the skills for a brighter future.

We have three key messages that can be used to describe The King’s Trust on promotional materials, websites and social media.

Short form

• The King’s Trust is working for young people, supporting 11- to 30-year-olds who are unemployed or struggling at school to get their lives on track.

• The youth charity was founded in 1976 by His Majesty The King when he was HRH The Prince of Wales and has helped more than 1 million young people to date, giving them the skills and confidence to change their lives.

• Three in four young people on King’s Trust courses move into work, education or training.

Long form

• The King’s Trust is working for young people, supporting 11- to 30-year-olds who are unemployed or struggling at school to get their lives on track.

• Many of the young people we support are in or leaving care, have been in trouble with the law, or they are facing challenges such as homelessness or mental health issues.

• The youth charity was founded in 1976 by His Majesty The King when he was HRH The Prince of Wales, we have supported more than 1 million young people to date, and we help 100 more every day. In the decade up to 2016, The King’s Trust (formerly The Prince’s Trust) had returned an estimated £1.4 billion in value to society, with a value of more than £400m attributed to helping young people into employment.

If in doubt about your messaging, please get in touch with your King’s Trust contact.

When creating content make sure to:

• Hero young people

• Inspire positivity and belief so young people know that they can achieve their ambitions

• Reinforce inspirational messaging with genuine support

Words to avoid Language is important.

Words to avoid using when communicating directly with young people, include:

• Disadvantaged

• Vulnerable

• Kids

• NEET

• Teens/teenagers

• Suffering

• Deprived

• Needy

• Underprivileged

Many of the young people we work with do not classify themselves in the ways listed above and can be put off when these words are used to communicate to them.