We launched ‘Brain Gains’ this January to capitalise on the nation’s fresh mindset at the turn of the year. Working alongside double-Olympian-turned-Gladiator and Strictly star, Montell Douglas, and partnering with Better – a charitable social enterprise that operates over 240 leisure centres across the country – our campaign aimed to encourage adults to improve their ‘learning health’ for 2025, as part of the Department for Education’s Skills for Life programme.

With 67% of adults believing it’s easier to commit to a physical goal – such as losing weight, going to a gym or taking up running – than it is to commit to learning a new skill, we sent National Careers Service advisers into Better gyms up and down the country to share information about Government-funded courses. We flexed our brains and our muscles to secure some gold medal coverage in 40+ outlets including The Sun, MailOnline and Daily Star.