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INITIALS Marketing creates toolkit for Sainsbury’s ‘Youth Can’ initiative

Posted by: Initials Marketing

Date added: Wed 11 Apr 2012

INITIALS Marketing has created a career toolkit to support Sainsbury’s Youth Can initiative – a scheme to show young people there is more to working in retail than just stacking shelves.

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The pack, which will be launched in mid April, will be encased in a branded folder and contain a booklet with careers maps for schools, a booklet for internal use and a memory stick holding a presentation and short film clip.

The film focuses on the success story of Adil Majid who joined Sainsbury's seven years ago aged 19, and is now the store manager of the retailer’s store Ilford in East London, managing 160 colleagues. The film also features Sainsbury’s colleagues talking about their careers and what they most love about their roles.

The Youth Can scheme will see young colleagues from Sainsbury’s visit schools and colleges throughout the UK, using the toolkit to demonstrate why they should consider a career with the retailer.

Andy White, head of community affairs at Sainsbury’s commented: “We wanted to illustrate the scope of career opportunities available at Sainsbury’s for young people, and to challenge the perception that working in retail is just about stacking shelves. We have youth colleague councils and forums in place to engage and involve our young colleagues as we know they are vital to the continued success of our business. The toolkit developed by INITAILS helps our colleagues to do that.”

Lucy Savage, director at INITIALS Marketing, added: “A third of Sainsbury’s colleagues are under the age of 25 and this toolkit, using peer to peer engagement, and a fun and engaging look and feel, will support Sainsbury’s in driving their Youth Can project forward and change perceptions of a career in retail.”

We’re very proud to work some of the world’s biggest brands who use our core skills to devise, create and implement integrated campaigns both locally and globally. Our clients include PepsiCo, Samsung Mobile, Peugeot, Kraft, Sainsbury’s, SABMiller and Starbucks.

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