The brief

Show parents how important they are in their child’s decision-making.

How we made positive change

We ran an integrated campaign that – through the power of storytelling from the parents of some of the UK’s top performers in their field – demonstrated to parents that you don’t need to be an expert in education and careers to support your child in achieving success.

Impact

90%

of those who’d seen the campaign felt confident having career conversations

1.3m

views of our hero film

1.5m

parents reached with tangible tips

2

pieces of national coverage

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