DfE urges Brits to 'skill up' with M&C Saatchi campaign

The Department for Education (DfE) is ratcheting up its drive to inspire young people, adults and businesses to make the most of their potential by embracing new qualifications and training opportunities to boost their careers and build their businesses.

The latest instalment of the Skills for Life initiative – first launched by Tony Blair way back in 2001 – has been developed in partnership with M&C Saatchi.

For the first time, it 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, under the strapline “It all starts with skills”, aims to capture hearts and minds among 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.

Spearheaded by a 40-second film, directed by Vincent René-Lortie (the director behind the acclaimed Oscar-shortlisted short film Invincible) through The Corner Shop, the campaign 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.

It features 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.

The push is running across TV, video-on-demand, cinema, out-of-home, social, audio, and digital channels, as well as through complementary partnership activity. Media planning is by SMRS, and media buying is by OmniGov at MGOMD.

M&C Saatchi has also developed a series of out-of-home and social executions, using dynamic advertising techniques to change messages according to the time of day or day of the week, prompting people to reflect on the importance of seizing the day.

Department for Education deputy director of workforce recruitment – brand and customer – Chloe Saklow said: “Learning new skills has the power to truly transform lives and businesses. It is one of the greatest ways to empower oneself and unlock potential.

“It is crucial for people to be aware of the incredible and wide-ranging technical courses and qualifications available. Equally important is instilling a belief in the positive impact these opportunities can have.

“We firmly believe that everyone has untapped potential, you just need to do something with it. This compelling campaign shows how Skills for Life can serve as the catalyst for realising one’s true potential.”

M&C Saatchi creative partner Guy Bradbury added: “We’ve created a campaign that fires a starting pistol for people, provoking them to think about what they could achieve with new skills.

“We chose to use the start of a new day to represent a blank slate and untapped potential, with a powerful voice-note narrative to connect with our audiences on an emotional level, and a cast including real people to create greater authenticity.”