- The campaign brings together inspiration and information on skills offers available for different audiences under the unifying Skills for Life brand
- New creative platform ignites a spark in those looking to make the most of their potential by calling on adults, young people and businesses to make “one day” today
- One-stop-shop website highlights a comprehensive range of skills offers and technical qualifications on offer for all ages and in priority sectors including digital, green/low carbon, construction and healthcare
The new campaign from the Department for Education is a rallying cry across the nation designed to inspire young people, adults and businesses to make the most of their potential by engaging in a range of technical qualifications, training and skills. Under the overarching Skills for Life brand, ‘It all starts with skills’ brings together these three audiences, as well as those influencing them, for the first time under one unifying creative platform, and showcases the breadth of skills offers and technical training routes available to progress careers and grow businesses.
Launching with an emotive hero film, which will air on national TV, video on demand (VOD) and in cinemas across England, as well as featuring across radio, outdoor billboards and compelling media partnerships from January to March, this move spearheads a new era for the Skills for Life brand. The thematic and ground-breaking approach aims to capture hearts and minds by tapping into the universal truth that we all have potential, but it will remain just that unless we do something with it. The campaign aims first to inspire audiences to recognise what they could achieve if they take action, like the three inspirational characters in the advert, and then uses more targeted communications to equip them with the right information to start their skills journey. Real learners feature as part of the broader campaign too, each having embarked on their own varied training routes in recent years.
In an evolution from three standalone audience-specific campaigns*, this innovative approach also uses dynamic advertising techniques, enabling messages to change according to the time of day or day of the week, prompting them to reflect on the importance of seizing the day. Whether the campaign’s audience is growing a business, switching careers or just starting out, ‘It all starts with skills’ aims to raise awareness of the options available to them at all life stages and signposts to a new one-stop-shop website, making it easier for learners and businesses to know where to go and find out more to help them progress.
Minister for Skills, Apprenticeships and Higher Education, the Rt Hon Robert Halfon MP, said: “Throughout my political career, I have championed apprenticeships and skills, driven by an unwavering passion to ensure we are providing a ladder of opportunity to everyone across the country.
“Since 2010 we have revolutionised skills training and there are now more fantastic training opportunities available than ever before. It is my firm belief that empowering individuals with the right skills not only transforms lives but also strengthens our economy fostering a more inclusive and prosperous future for all.
“From apprenticeships and T Levels to Skills Bootcamps and Higher Technical Qualifications, we’re opening doors for young people and adults to achieve their fullest potential. Now is the time to spread the word far and wide about our skills programmes, letting every corner of the country know about the training available.
“Our new Skills for Life campaign features real learners who have gone on their own transformative journey like Bolu from London and who want to inspire others to have the confidence to follow in their footsteps. The campaign’s new one stop shop website will support even more people make informed choices and get all the information they need to take those important next steps needed for success.”
The multi-channel campaign highlights a range of technical education and training routes. With a particular focus on priority skills programmes including apprenticeships, T Levels, Skills Bootcamps, Higher Technical Qualifications (HTQs), Free Courses for Jobs, Multiply and essential skills (English, maths and digital), and support and advice from the National Careers Service.
The campaign also provides a vehicle to promote skills opportunities in sectors, such as digital, green/low carbon, construction and healthcare.
Ollie Davies, 20, from Bewdley, is a digital marketing apprentice at Light Ideas and appears as background cast in the advert. Speaking on his involvement in the new campaign, Ollie comments, “The campaign is inspired by people like me, each individual on a personal journey to gaining new skills and building a career for the future by harnessing their potential. It really brings to light how skills can change your life and highlights that there is something for everyone, including qualifications and courses you might never have heard of.
“I’d never even heard of digital marketing until last year! My mum used to be a marketing manager, so she encouraged me to explore the industry. I felt that digital marketing would be a really good fit for me. I decided to go down the apprenticeship route as I wanted a pathway that would give me real life experience at the same time as gaining the skills and qualifications I need, all whilst earning a wage. The Skills for Life website can help you find out more about the different options available and find what’s right for you.”
To find out more about the latest campaign, or to explore your potential search “Skills for Life” or visit https://skillsforlife.campaign.gov.uk/
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