Barclays CEO pledged to make Barclays socially useful, putting a new brand purpose at the heart of the bank: ‘Helping people achieve their ambitions – in the right way’.

This vision inspired employees to create their own societal initiatives to support communities and play a positive role in society - including LifeSkills, helping Britain’s young people develop the skills they’ll need to contribute to the economy of the future.

With one million NEETs in the UK (young people Not in Education, Employment, or Training), Barclays aimed to reach out to one million young people to assist them onto the career ladder.

The LifeSkills initiative has existed since 2013, in the form of an online program and sessions in schools. A press campaign and Telegraph partnership launched comms around LifeSkills, alongside a short animated film.

The 2014 campaign kicked of with seven short TVCs, showing participants of a real LifeSkills session explain the tips they had learned - these ran from September to December 2014.

Barclays branches were filled with supporting posters, leaflets and interactive screens from September, whilst online Barclays social channels (Facebook and Twitter) posted Youtube videos featuring the seven short films from 11th September.

Throughout October 2014, The Telegraph created four editorial pieces featuring LifeSkills participants, going into greater depth about the tips they learned through the schemes. A series of Youtube videos also interviewed the participants about their experience, posted in late October.

Finally, LifeSkills OOH finished the campaign activity with a takeover of the O2 in November

LifeSkills performance

- Awareness of LifeSkills shot up from 13% before the campaign to 41% after the campaign

- 35,381 young people and 5,540 teachers signed up to LifeSkills as a direct result of the campaign

- 1.1m young people have now participated in a LifeSkills course since it was created in 2013

Brand

- Brand trust +50% vs. the start of the year

- Consideration spikes were evident for both the Digital Eagles and LifeSkills campaign

- Overall 2014 improvement of 1% in total brand consideration - every 1% increase in trust and consideration equates to +£1m income from future product sales.

- Barclays overtook the competition in Q4 2014 to take a lead in terms of ‘emotional connection’ with consumers, having been undifferentiated on this measure prior to this.