Prince Charles’ charity The Prince’s Trust is spearheading a public relations campaign which hopes to highlight the positive achievements of teenagers.
The project – which is due to begin in November – aims to shift media focus away from knife-crime and underage drinking in the hope it will be able to alter the public’s perceptions of teenagers.
The BBC and website YouTube are backing the campaign, with the television company agreeing to air “editorially relevant” messages in programmes, according to The Times newspaper.
YouTube will show “positive” clips of young people supporting the community.
However, the BBC has also promised the campaign will not affect the way it reports news, with the company vowing to report bad news if the recent series of teenage murders carries on.
The increase in knife crime among Britain’s youths has become a hotly debated topic this year. More than 20 teenagers have been killed in London already this year.
Prince Charles set up The Prince’s Trust in 1976. The charity aims to ensure all young people fulfil their potential.