A major campaign for the Department for Education by M&C Saatchi hones in on learning new skills.

The ad shows a range of people getting ready in the morning. A voiceover explains that everyone has potential but to act on it “you’ve got to do something new to get somewhere new”. The film aims to inspire young people, adults and businesses to engage in a range of technical qualifications, training and skills.

England faces a significant challenge—the looming skills gap, predicted to cost the nation £120 billion by 2030. To combat this, the DfE is introducing new qualifications and skills initiatives, making them more accessible. The ambitious goal is to encourage 200,000 more individuals annually to pursue high-quality skills training, with a focus on empowering 80,000 in areas of England with the lowest skill levels.

The campaign takes a comprehensive approach, tailored to three distinct audience segments. First, young people aged 14-19 and their influencers—parents and teachers—are provided with information about education and training choices, enabling informed decisions about their next steps. Second, employer decision-makers are targeted to increase awareness and participation in government skills and training programs. Lastly, the campaign extends its reach to adults aged 24–59. The objective is to raise awareness of the skills offerings, providing support and guidance to build confidence in their career progression or transition, regardless of age or background.

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