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Change is the mantra of a new campaign from government initiative National Citizen Service, which shows teenagers pursuing lively activities such as racing through the woods, making pizza and dancing.

The film kicks off a nationwide effort led by former prime minister David Cameron to make the summer programme for 15- to 17-year-olds a rite of passage. It is the first work by Ogilvy & Mather London since winning the creative account last year. The ad was created by Liam Butler and Mark Harrison, and directed by Matt Houghton through Pulse Films.