Mayors Fund for London

Helping young Londoners break into the creative industry

Multimedia Genius Training is a free, intensive 12-week crash-course of high-impact media masterclasses and employment skills training for young Londoners (aged 18-24), who are not in employment, education or training. The overall aim of the scheme is to help them find paid work in the media industry.

It forms part of Creativity Works, a scheme delivered by Media Trust on behalf of Mayor’s Fund for London at City Hall. The project is split into two phases: 6-weeks of intensive masterclasses with talks from media experts and visits to big-brand media companies such as Google UK and ITN. Following this, the young people take part in 6-weeks of impactful mentoring lead by a team of top-class media professionals who help the young people take their first steps in the media.

James Cheseldine profile pictureAnand Vekaria, one of 30 young adults that took part in the September 2016 Creativity Works programme, was paired with mentor James Cheseldine, a Program Manager at Facebook. James volunteered his time to provide Anand 1-2-1-career guidance. This involved 6 x 1 hour per week sessions at Facebook, where James provided Anand support in setting out long and short-term career goals, constructing CVs and cover letters, signposting to opportunities and additional motivational support.

Through his friendly and positive demeanor, James was able to install trust and belief into Anand; helping him feel more motivated to look for work in the marketing industry. James recalls “Anand was clearly motivated to change his situation and was passionate about getting into marketing. He also had some confidence issues that seemed like he could overcome with focus. I wanted to connect Anand’s passion to jobs that were realistic in a focused way."

When the mentoring period came to an end, James continued to keep in touch with Anand and extended his support.

This commitment went above and beyond the call of duty but James believes: “Mentoring is humbling and gives me a lot of empathy for situations I’ve never been in myself. Hopefully some of the things I tried to help Anand with will have a lasting impression.” 

Anand currently works in construction, but is still actively seeking employment in marketing. 

If you would like to become a mentor for one of the youth programmes run by Media Trust, contact us to express your interest.