Advance to work campaign
States of Jersey
We were thrilled to successfully win the competitive pitch to produce a campaign for the States of Jersey, informing young jobseekers of the support that is available for them following August exam results.
Advance to Work (ATW) was launched in September 2009 by the States of Jersey’s Skills Board in response to growing concerns about youth unemployment. Open to 16-19 year olds not currently engaged in education, employment or training, ATW offers in-depth work placements matched with job-specific training.
Our task was to effectively raise awareness of the ATW initiative targeting primarily young school-leavers but also their parents.
Specifically ATW were looking to balance the use of traditional media channels with some more alternative methods in order to stimulate greater response from the target audience.
We developed the campaign line of 'See your potential' - the sentiment upon which all communication would be based. Visuals supported this message using generic bodies of people in various trades, but with the head removed prompting the viewer to see themselves in that position. The ATW brand identity was also developed to bind all communications, subsequently allowing for a more cost-effective and frequent advertising in the local media.
The 'traditional' side to the campaign was rolled-out with a comprehensive media plan covering the local newspaper, local radio and strategically distributed posters & flyers.
The campaign also incorporated both indoor and outdoor 'ambient' elements.
Mirror-graphics were placed in public washrooms at strategic locations where the target audience frequented. The mirror campaign allowed the user to view themselves in the outfit of that relevant career. A playful, interactive way of allowing the viewer to engage with the brand and stimulate a response.
In keeping with the overall visual style of the campaign, a stencil was produced, which was then positioned on streets at varying choice locations, and subsequently power-washed, cleaning the exposed areas so as to reveal the campaign message. Due to the technique, the message was not considered illegal or defacing, and would remain for the key duration of the campaign but over time fade away. By 'seeing the potential' of the cleaned area of the street, the concept was further reinforced.
In support of all the above activity, a facebook page was set up to spread the word through social media, posting updates, images and generally gathering interest, and offering support to the target audience.
In the first year ATW has:
- welcomed 270 young people onto the scheme
- placed 231 trainees with 164 different employers for work experience
- celebrated 81 trainees entering paid jobs
- built up a facebook following of 205 users
One trainee commented: “I didn’t have anything going for me at all. I didn’t do well at school. Now I go to bed thinking I have really got something to wake up for. The scheme has done absolutely everything for me.”
ATW is the only scheme of its kind in the Channel Islands. It bridges the gap between education and employment and is delivering positive results for young people, the local economy and the wider community.
