The brief

Tell parents across the country about T-levels, a new qualification for 16–19-year-olds.

How we made positive change

We ran a fully-integrated campaign that brought to life the conflict between parents and teens in a humorous yet touching way and assembled the T-team, a group of T-level advocates fronted by Tim Campbell, to tell parents everywhere about T-levels.




of parents recall seeing the campaign with print and broadcast media the most common channel


increase in the number of parents who would suppport their child taking a T-Level


of parents said they’d take action to explore T-Levels as a result of the campaign


views of our hero film


new website visits during the campaign period

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