moremilk Is Serious about Improving Social Mobility in Advertising

XP1 is a first-of-its-kind scheme for adland, launched by production company moremilk. It will give up to 20 young people from lower socioeconomic backgrounds an end-to-end  production experience, working alongside a senior crew on a genuine advert for TV or online. 

Liam Winn, moremilk producer said, “What we’re proposing has never been done before and it will change people’s lives. I can’t wait to see it in practice. We’re offering practical paid experience in all disciplines, plus mentorship, industry connections and a genuine credit for the CV. I wish this scheme existed when I was starting out.” 

The mentee crew will be made up of 18-25 year olds from lower socioeconomic backgrounds who might otherwise struggle to get into the industry. By pairing this talent with a senior shoot crew, the scheme will not only provide mentorship and guidance but moremilk can ensure the quality of the shoot and final ad.  

In time, Liam sees XP1 becoming an everyday part of commercials production, but right now he’s seeking a brand partner to commit to the scheme and provide the first ad that’s shot. A real brief for a real advert. 

The scheme can apply to almost any upcoming project, nothing new needs to be created for it. The advert will be produced, shot and delivered in the usual way, only with XP1 running alongside. 

moremilk is working with the Creative Mentor Network and London Screen Academy to manage best practice, provide crew training and source the young talent. The initiative is  supported by the APA and Advertising Association. 

Natasha Kahn at the Creative Mentor Network said, “This scheme is an incredible  opportunity to give valuable work experience to young people and break down class barriers in the creative industries. On-set experience can help with building skills, networks, and give those from lower socioeconomic backgrounds more experience for their CVs helping them to access the industry.”

The latest figures from the Advertising Association are sobering, showing that only 20% of people in the ad industry come from a lower socioeconomic background, compared with 40% of the population. 

Liam Winn, moremilk producer said, “The figures are awful when it comes to social mobility in advertising and I believe access is a huge barrier. When you come from a less well-of background and have no connections, it’s incredibly hard to get a foot in the door. I’ve lived this struggle first hand. XP1 is intended to open doors and make access easier, helping to improve social mobility across all of adland.” 

moremilk is a commercials production company making TV and online ads. By launching XP1 they are creating new pathways into the industry for young working-class talent from across the country. 

Although XP1 is designed to work around the production of an advert, it’s not only production that will benefit. Within the young talent will be people who want to work in agencies and in brands. XP1 is intended to bring benefit to all areas of advertising, taking the whole industry one step closer to becoming more inclusive and diverse.