Lifelong Learning UK is the sector skills council responsible for the professional development of all those working in community learning and development: further education; higher education; libraries, archives and information services; and work-based learning.
We were called in to create a marketing campaign for a national initiative called ‘Pass on your Skills’, aimed at attracting former builders and construction workers to pass their first-hand knowledge onto the younger generation through teaching.
We developed a national creative campaign which was implemented across outdoor advertising, national press, z-cards, radio and PR. Our creative team came up with a strong visual concept which translated well across all aspects of the media, resulting in good visibility and recognition. All materials directed interested candidates to register via text or a dedicated phone line.
The campaign was a huge success, with 4,500 people responding—a number which hugely exceeded targets.
Sue Gill of LLUK said: “It’s vital that new recruits in the construction and building industry have the right skills to do the job right first time, and the best way to get this knowledge is from someone with hands-on experience. Thanks to the success of our marketing campaign we now have a wealth of candidates at our disposal to do just that.”
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