Campaign details

Brand: Department for Education
Agency: The Nursery/M&C Saatchi
Country: UK



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 and teachers).

Stakeholders up to ministerial level needed engaging and satisfying that the campaign would be effective, aligned with objectives and free from risk, misinterpretation and even mockery. Yet this could not come with the kind of compromises that would stultify impact.