Paloma, whose unique spirit and style are often recognised beyond music, will be ŠKODA’s first ambassador for the ‘Driver’s Seat Initiative‘, a programme which will work with the Prince’s Trust to celebrate individuality by giving young, creative people the opportunity to shape their own future and make a positive impact in their local community.
ŠKODA has chosen the 1969 hit song ‘Make Your Own Kind of Music’ as the soundtrack to support the campaign and Paloma has recorded her own version.
Paloma Faith said: “The idea to inspire people to ‘make their own kind of music’ is extremely powerful, and I am excited to be working alongside ŠKODA to bring this to life. The Prince’s Trust is a charity that is close to my heart and was an organisation that helped me when I was a teenager. The new initiative that we are launching will provide real opportunities to young people, helping them achieve whatever they dream possible.”
Kirsten Stagg, Head of Marketing, ŠKODA UK, added: “Paloma embodies the Driven by Something Different attitude. She has an individual self-confidence, an infectious optimism, and a spirit that sets her apart from the rest. We feel privileged to be working with Paloma as we launch the Driver’s Seat Initiative.”
The ‘Driver’s Seat Initiative’ will run through the Price’s Trust Get Started programme.