Nescafe backs C4 homelessness show

Nescafe is to build on its links with Channel 4 teen soap Hollyoaks and homeless charity Shelter by funding a C4 show about young people's experiences of being homeless.

Turning It Around airs on Sunday (March 16). It will be presented by Hollyoaks actor Jamie Luke, whose character Norman is made homeless in the Nescafe-sponsored soap.

The programme features young people with first-hand experience of issues such as bad housing, landlord problems and coming to terms with leaving home.

They will discuss their own experiences and how they have been helped by charities such as Shelter, The Foyer Foundation and Barnardo's.

Nescafe brand manager Jane Aldridge said research undertaken by the company revealed that housing issues are a key concern among 16- to 24-year-olds, but that young people are often unaware of the support services available.

Nescafe signed a £9.5m sponsorship deal with Hollyoaks last year. It also has an ongoing relationship with Shelter; in January, it funded a £600,000 outdoor campaign for the charity.

Turning It Around is produced by Mersey TV, which also produces Hollyoaks.

The advertiser-funded programming deal was negotiated by Nescafe's media agency, Universal McCann.

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