Campaign: Public sector - Work experience event inspires firms

Campaign: The Big Conversation
Client: Business in the Community and partners
PR team: In-house and Connected Comms
Timescale: July-September 2009
Budget: £10,000

The Big Conversation event at Old Spitalfields Market, London, saw 100 chief executives meet 100 young people to launch the Work Inspiration campaign.

OBJECTIVES

- To raise awareness of the need to make work experience better

- To communicate tools employers can use

- To drive traffic to the website

- To encourage businesses to sign up.

STRATEGY AND PLAN

CEOs were interviewed about their career paths and these interviews were turned into story boards. The media were sold a call to action to employers and CEOs gave briefings at the launch event. The PR team secured BBC Radio One Sunday Surgery host Aled Haydn Jones as compere for the event. A supplement was also placed in The Sunday Times to coincide with the event.

MEASUREMENT AND EVALUATION

Interviews with CEOs appeared on several BBC channels and on the Sun online. Coverage appeared on ITV lunchtime news, in People Management, the Birmingham Post, Marketing Week and on CareersWales.com.

RESULTS

More than 39 companies have registered on the Work Inspiration website and more than 400 companies have pledged to upgrade their work experience offering.

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