The Department for Education has unveiled a series of captivating new films with a rallying cry aimed at students, teachers and parents.
The multichannel campaign created with M&C Saatchi targets all three key audiences at once.
Tapping into the idea that we all have potential that needs to be unlocked, the 40-second film directed by Vincent Lortie shows three individuals starting a new day and uses it as a metaphor for a clean slate of opportunities.
Featuring real people who are just starting out in their careers and some who are switching careers or looking to grow their business via technical qualifications and skills, it will run across TV, OOH, video on demand, social, audio and digital channels.
It comes as part of the department’s wider Skills for Life brand, which encourages employers to take advantage of the the wide range of technical qualifications and training opportunities available to young people to help them progress careers and grow businesses.
It aims to tap into SME employer decision makers, young people aged 14 to 19 and adults aged 24-59.
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In addition, the agency has developed a series of innovative OOH and social executions using dynamic advertising techniques to change messages according to the day of the week, all evoking the idea of seizing the day.
M&C Saatchi creative partner Guy Bradbury said: “We chose to use the start of a new day to represent a blank slate and untapped potential, with a powerful voice-note narrative to connect with our audiences on an emotional level, and a cast including real people to create greater authenticity”.
“Learning new skills has the power to truly transform lives and businesses. It is one of the greatest ways to empower oneself and unlock potential,” said Department for Education deputy director for workforce recruitment Chloe Saklow.
“It is crucial for people to be aware of the incredible and wide-ranging technical courses and qualifications available. Equally important is instilling a belief in the positive impact these opportunities can have.”
