‘Transforming a Generation’ (TAG) has been chosen as the winner of Media Trust and Promax UK’s Charity Challenge 2011 and will have a short promotional film made for them by a team of industry specialists.

TAG is a charity set up by a group of fitness professionals, including LA Fitness founder Fred Turok, to help 18-24 year olds who are not in education or employment or training - not because they lack talent, but because they lack opportunities.

To win the Charity Challenge 2011, TAG submitted a brief for a media campaign they are planning to run in 2012.  TAG will now see their successful brief sent out to a range of broadcasters and professional agencies including BBC Worldwide, Cartoon Network, Fox Creative, ITV and MTV who will pitch for the chance to work with them directly to produce a 30 second promotional film.

Gavin Sheppard, Director of Marketing and Communications, said: “We felt that TAG’s media campaign brief was really powerful and that they truly deserve to have a promotional film made to support their cause.”

Fred Turok, founder and President of Transforming a Generation, said: “TAG is delighted to have won the support of Promax UK and Media Trust through their Charity Challenge 2011. TAG’s work with young job seekers is vital in the current economic climate where youth unemployment is at an all-time high. Winning this opportunity means a fantastic boost to our profile after placing nearly 2,000 young people into work in the last year.”

Brett Davey, Creative Director, Turner Broadcasting and Promax UK, Executive Chair: “Promax UK is always seeking challenging briefs that lend themselves to dynamic, vibrant campaigns. TAG is a deserved winner and Promax UK are looking forward to finding them a strong creative partner who'll deliver an energetic, effective campaign for 2012”.

A panel of experts from Promax UK and Media Trust chose the winning entry.  Previous winners of the competition include Malaria No More and Homeless World Cup.

For further information contact Lisa Farrell at lisaf@mediatrust.org or 020 7871 5628 or Jessica Culshaw at jessicac@mediatrust.org or 020 7871 5636.