British pop star Rita Ora is backing a U.K. campaign urging youngsters to believe in themselves.
The R.I.P. hitmaker has spoken out to encourage 16 and 17 year olds to develop inner confidence, as part of a new National Citizen Service initiative promoting youth work opportunities.
The 22 year old told how she was previously devastated after losing out on her bid to represent Britain in the Eurovision Song Contest in 2009, but admits her self-belief was the secret to her success.
She tells online youth broadcaster Sb.Tv, "I was broken, upset and hurt. But I always believed in myself. I always believed that one day I was meant to do this, someone would hear me. Self-belief is kind of the main thing if you want to get on, especially in this industry full of sharks. It is very unpredictable, but I always believed."