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The Audience

Following the success of its #futuregoals careers campaign inspiring young people about their future job decisions, Leeds City Region Enterprise Partnership (The LEP) wanted support to launch a new adult careers campaign to highlight the benefits of learning for adults. This was specifically targeted at those audiences who had gained few qualifications in school, but were interested in learning new skills to access better job opportunities.

The campaign was part of a Department for Education-led Career Learning Pilot that aims to identify which interventions are the most effective for inspiring 25-40 year olds into new careers and training.

Based around the online resource at www.The-Lep.com/EarnIt our brief was to develop a campaign to drive awareness and highlight the availability of careers advice and the growing range of skills and training available to adults, across the Leeds City Region.

The overarching objective was to motivate the target audience to access skills support, enabling them to move into higher skilled, higher paid jobs, thus contributing to increased social mobility and a reduction in the productivity gap in our region.

The Campaign

Using our ‘audience first’ approach, we developed an integrated digital campaign to ensure all activity reached, engaged with and positively influenced low-skilled, low wage workers.

We developed a creative concept for the campaign (‘Earn IT’) and created a series of design templates and creative assets that WYCA could use across all their marketing channels.

We supported this with a digital advertising campaign (across online display and Instagram, Messenger and Facebook) geo-targeted to six specific towns and cities, and a programme of organic social content for Facebook and Twitter.

We also developed a series of filmed and written case studies to ‘tell inspirational and aspirational stories’ and ‘share experiences’ of retraining to highlight the benefits of learning.

The Influence

Across the campaign we:

As one of five areas selected to be part of the pilot, the outcomes of our campaign are now being used by the Department for Education to design the National Retraining Scheme.

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