Skoda’s ‘driver’s seat initiative’ programme, promoted by Paloma Faith, will support young people with The Prince’s Trust.
The programme, which is part of the Driven by Something Different campaign, celebrates individuality by giving youngsters the opportunity to shape their own future and make a positive impact on their local community.
Skoda UK’s head of marketing Kirsten Stagg said: “Paloma embodies the Driven by Something Different attitude. She has an individual self-confidence, an infectious optimism, and a spirit that sets her apart from the rest.
"We feel privileged to be working with Paloma as we launch the Driver's Seat Initiative”
Skoda has chosen the 1969 hit song ‘Make Your Own Kind of Music’, as the soundtrack to support the campaign. Paloma has recorded her own version of the classic song that will feature in the brand’s forthcoming Karoq TV ad that will air in March.
Faith said: “The idea to inspire people to ‘make their own kind of music’ is extremely powerful, and I am excited to be working alongside Skoda to bring this to life.
“The Prince’s Trust is a charity that is close to my heart and was an organisation that helped me when I was a teenager. The new initiative that we are launching will provide real opportunities to young people, helping them achieve whatever they dream possible.”
The Driver's Seat Initiative will be available via The Prince's Trust existing Get Started programme.