As part of its commitment to end youth unemployment, the government wants to make three million apprenticeships available to young people, all by the year 2020.
The issue? Young people have a poor impression of apprenticeships. They see them as being for manual jobs, like plumbers and electricians, with poor levels of training. They don’t realise that many blue chip companies also offer apprenticeships and they have no idea that you can get a degree whilst doing an apprenticeship.
We needed to find a voice to vocalise the concerns, dreams, insecurities and ambitions that young people have when experiencing work for the first time or proudly complete an apprenticeship.
We realised that we would need to create a new societal norm where apprenticeships are an expected and respected route into work.
We decided to tell the story of young people experiencing work for the first time or proudly doing an apprenticeship. This is their story - about what it’s like to be young and what it’s like to have aspirations.
From hundreds of interviews we selected 13 apprentices & filmed them for 40 days, capturing key moment of their home and work lives. In their own words they explained what it’s like to be young, to have aspirations & to be an apprentice.
The campaign pre-launched with a series of short videos that were seeded with youth influencers & placed on sites with heavy usage by young people, allowing them to meet the heroes of the campaign in their native environment.
We launched the campaign with a master TV ad, this acted like a film trailer for the individual apprentice stories that were to come. This was followed by other TV and longer form videos that showcased individual apprentices.
We have a heavyweight poster presence that reinforces the range of apprenticeship opportunities available and drives young people to our microsite to watch more stories. And we develop our apprentice stories even further in digital display.
hours of documentary film footage edited.
450 apprentices were interviewed to get to the final 13.