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.
Impact
24%
of parents recall seeing the campaign with print and broadcast media the most common channel
10%
increase in the number of parents who would suppport their child taking a T-Level
79%
of parents said they’d take action to explore T-Levels as a result of the campaign
8,023,071
views of our hero film
112,176
new website visits during the campaign period
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