As Lucky Generals turns 10 years old the agency has teamed up with Effie UK to create #Lucky10Grand, a fund which will help provide training for people from working class backgrounds.

The initiative has been created to celebrate both the agency's landmark birthday and its recent winning of the UK's top effectiveness prize, the Grand Effie, for its long-running campaign for Yorkshire Tea.

"We're so proud to have won the Grand Effie, with our friends at Yorkshire Tea, as it sums up everything we've tried to do over our first ten years. This gives us a chance to put something back, a desire that is also rooted in our DNA," explains Andy Nairn, Founder of Lucky Generals.

The fund will be administered by social enterprise, Commercial Break and will help provide marketing effectiveness training for people from working class backgrounds to help break down barriers to entry and provide more opportunities, showcasing the importance of effectiveness and equipping working class talents with greater skills for success.

“Our industry is opening up to the fact that marketing isn’t marketing unless it’s effective. And if we can use our training programme to arm people wanting to break into the industry with an understanding of what makes truly great work, even better. We’re delighted to support this initiative and make our industry-leading effectiveness resources open to more people." adds Effie UK Director, Rachel Emms.

"Our partnership with Lucky Generals has already made such a huge difference to young working class talent. But everything we know tells us that training is the one thing that can really boost you on to the next level.” added Commercial Break Founder, James Hillhouse.

The fund demonstrates the agency's ongoing commitment to social mobility while maintaining a razor-sharp focus on the importance of effectiveness. A winning combination.