Introducing the new UK government campaign to help young people make their next step in education and training.
We've partnered with the Department for Education to develop and deliver a strategic approach and creative proposition for the integrated campaign, which aims to empower young people aged 14 to 19 to make more informed decisions about their future options.
The push is based on the insight that young people want to move forward with their training or education, but they don’t feel ready to make a forever decision. Many feel confused or daunted by the post-16 choices landscape, so the campaign sets out to simplify their future options, signpost to further information and help them to feel more confident to make their next step.
The campaign idea, 'Get the Jump', is at once a call to action and a promise of progress. Different executions give young people the low down on all their choices, uniting many routes under one new creative banner. With its reassuring tone, the campaign diffuses fears of making the wrong choice, and shows how gaining new skills can help them wherever life might take them.
The push is running across digital, social, OOH, and radio. M&C Saatchi M&KE has worked closely with partners at the National Careers Service to improve the online experience, while M&C Saatchi Talk has developed integrated influencer and national PR activity. M&C Saatchi Partnerships will also be engaging civic society organisations in order to reach a broader audience of young people.
Media strategy was driven by Wavemaker, whilst MGOMD handled all media buying. Four Communications continue to handle drumbeat PR activity as well as regional media outreach.
This is the first time that the government has brought all 16-plus choices under one unifying campaign idea. The audience-first approach will spotlight T Levels, apprenticeships, traineeships, and Higher Technical Qualifications, aiming to drive take up across all options as well as promoting opportunities in sectors where there is a shortage of candidates, such as the green, digital, STEM and construction industries.
Rebecca Thould, head of campaigns for young people and adult skills, Department for Education, said: “Making choices at 16 and 18 can be confusing and overwhelming for young people. The truth is, there isn’t one right decision for their next step and the best way to find out what’s right, is to get going. “Get the Jump” aims to dramatise this idea and encourage young people to take the first step towards making a decision about their education or training options.”
Ben Golik, chief creative officer, M&C Saatchi, added: “Being on the edge of adulthood and the rest of your life is a brilliant and terrifying time. This campaign captures all the pent up energy of that moment, and helps young people see how they might unleash their potential on the world, in all ways they might not have even known about.”
Christian Davis, business director, M&C Saatchi, concluded: “Having the opportunity to play a role in empowering young people to make more informed decisions about their future is pretty much as good as it gets.
“Our ‘Fire it up’ platform for Apprenticeships broke new ground and was a huge success, and we’re thrilled to be partnering with the brilliant team at the DfE to help make a difference to the futures of young people across the country.
“We have brought together a specialist team from across the group in order to deliver this 360° campaign. It’s M&C Saatchi Group at its best.”
