Description
The Department for Education (DfE) has today unveiled a major, multichannel Skills for Life campaign, ‘It all starts with skills’, which aims to inspire young people, adults and businesses to make the most of their potential. The push was developed in partnership with M&C Saatchi.
Under the overarching Skills for Life brand, the new campaign acts as a rallying cry to encourage more people and employers to take advantage of the wide range of technical qualifications and training opportunities available to progress careers and grow businesses.
The DfE has partnered with M&C Saatchi to develop the multichannel campaign which, for the first time, targets three key audiences at once: young people aged 14 to 19 and their influencers (such as teachers and parents), SME employer decision makers and employees, and adults aged 24 to 59.
The campaign aims to capture hearts and minds amongst these audiences by tapping into the universal truth that we all have potential, but it will remain just that unless we do something with it.
A motivating 40-second film, directed by Vincent René-Lortie (the director behind the acclaimed OSCAR® shortlisted short film Invincible) through The Corner Shop, shows three individuals starting a new day, as a metaphor for their untapped potential, before following their journeys as they take their first steps to learning new skills.
Talent featured in the emotive campaign includes real people who are just starting out, looking to switch or considering switching careers or looking to grow their business through a range of technical qualifications, training and skills.
This professional campaign titled 'It all starts with skills' was published in United Kingdom in January, 2024. It was created for the brand: Department for Education, by ad agency: M&C Saatchi. This Digital, Film, and OOH Outdoor media campaign is related to the Education industry and contains 2 media assets. It was submitted over 1 year ago by Owner: Julia Conroy of Julia Conroy Limited.
Credits
Creative agency – M&C Saatchi
Guy Bradbury - Creative Partner
Holly Sutton-Williams/Dan Lacey - Creative Team
Christian Davis - Managing Partner
Imogen Walkden - Senior Account Director
Isabella Forbes - Account Director
Brydie Heaphy - Senior Account Manager
Evie Nagy - Senior Account Manager
Zizzy Lugg-Williams - Account Manager
Sonia Khanna - Trainee Account Manager
Sophie Lean - Head of Strategy
Shaun Okoh - Senior Strategist
Ashley Williams - Film Producer
Duncan Collins - Project Director
Sophie Freeman - Project Director
Kevin Katende - Digital Producer
Clients – Department for Education
Chloe Saklow, Deputy Director: Workforce Recruitment – Brand and Customer
Laurence Russ, Kay Greene and Amanda Simpson – Joint Head of Skills Campaigns
Employer Skills team:
Louise Silous-Holt - Employer Skills team lead
Dawn Hirst, Senior Communications Manager (Employers)
Laura Tiplady - Senior Campaigns Manager (Employers)
Lisa Hopper - Senior Campaigns Manager (Employers)
Young People's Futures team:
Naomi Balaam – Young People's Futures team lead
Janina Smith – Senior Campaigns Manager (Young People)
Claire Russell - Senior Campaigns Manager (Young People)
Jennifer Gallagher - Senior Strategic Communications & Marketing Manager (T Levels)
Poppy Morgan - Senior Strategic Communications & Marketing Manager (HTQs)
Adult Skills team:
Clare Carter - Adult Skills and Retraining team lead
Elina Svantesson - Senior Campaigns Manager (Adults)
Max Davey - Senior Strategic Communications & Marketing Manager (Multiply)
Film Production
Production Company – The Corner Shop
Director – Vincent René-Lortie
DOP – Magnus Joenck
Executive Producer – Tess Mitchell
Producer – Ellie Fry
Post-Production
Offline Editing – Work Editorial
Editor – Martin Leroy
Online Post – Absolute
Colourist – Matt Turner
Sound Engineer – Jack Sedgwick @ King Lear
Music Supervision – Lizz Harman @ DLMDD
Composer – Theo Vidgen
Stills Production
Production company - Picture Club
Photographer – Ben Stockley
Retoucher - Dennis Tuffnell
Media Strategy – SMRS
Charlotte Rock – Lead Client Partner
Zoltan Ferenczy – Client Partner
Robyn Brown – Senior Client Manager
Adam Nicholson – Client Manager
Rachel Empson – Marketing Consultant
