The NCS Trust, which runs the initiative, said the campaign, devised by advertising firm Karmarama, involves a new visual identity and brand platform co-created with young people.
It said there will be “provocative” outdoor advertising featuring the negative preconceptions young people face from wider society, as well as a short film playing in cinemas.
The theme of the campaign will be young people standing up to negativity with a response of “No We Can”.
The new brand campaign and refresh will cost around £1m a year for three years, less than the £4m to £10m contract value suggested in the original tender document in March.
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