Campaign details
Brand: Department for EducationAgency: The Nursery/M&C SaatchiCountry: UK
Synopsis
Overview
Government department campaigns have highly scrutinised performance indicators, whilst also being particularly vulnerable to media attention. Stakeholders are constantly juggling risk and reward.
The task for the Department for Education here was to reinvigorate (interest in) apprenticeships. With society tending to dictate that only a traditionally academic pathway led to success, this "lesser Plan B" needed transforming into an active, desirable choice. Myriad audiences needed reaching: potential apprentices encompassing both a core of school leavers and older established workers; employers; and gatekeepers (parents...