Positive Change is Serious Business.

We got 56% of parents to talk to their kids about technical education, using a shared love of football

The details.

Gatsby
Talking Futures
The brief

Change the conversation around technical education (T-levels, apprenticeships and Higher Technical Qualifications) – capturing hearts and minds to change the way parents think and feel about it.

How we made positive change

We discovered that parents spend more time watching, talking or reading about football than they do about their own children’s futures.   Armed with that knowledge, we launched the Career Transfer Hub – a service to help parents and young people navigate their post-16 education options with the same strategy and foresight as a football club making a signing – with Rio Ferdinand and Reshmin Choudhary right as the transfer window opened.   In September, as the transfer window closed, we created the Half Time Talks guide, giving parents prompts to start career conversations at half time in just 15 minutes, and was featured in Premier League and Championship match day programmes.

What we delivered
  • Behaviour change
  • Idea generation
  • Media relations
  • Partnership marketing
  • Positive change
  • Research and analysis

Impact in numbers.

30k
views of the Career Transfer Hub
50
pieces of coverage (19 nationals), including two clips on TalkSport’s Youtube channel featuring Rio’s interview
1.6m
views of campaign video content on YouTube alone, with an average view rate of 96%
47%
of parents have heard of ‘technical education’ and claim to know a fair amount about it, up from 36% last year
56%
of those who recall the campaign have discussed technical qualifications with their child

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