Purpose Awards EMEA 2020: Collaboration - Best Public Awareness Cause Campaign

Winner: RockCorps Limited

Purpose Awards EMEA 2020: Collaboration - Best Public Awareness Cause Campaign

Winner: 'Apprentice Nation' by RockCorps Limited

This successful campaign sought to publicise the opportunities offered by apprenticeships in the UK, particularly among 'NEETS' (people not in education, employment or training).

Apprenticeship provider WhiteHat and brand partner BT were engaged to design a platform to give away tickets to an exclusive music concert in exchange for attending a four-hour career development workshop, dubbed "Action Day".

With more than 50 per cent of those classified in a NEET in the UK from non-white backgrounds, artists were chosen to appeal to these demographics in particular.

The comms campaign, which used the tagline "I’ll be what I want", saw artists and influencers inspire involvement. Partnerships were formed with youth culture platforms (eg: Link Up TV), youth sector partnerships (eg: NCS), and career-focused platforms (eg: Career Map).

Twelve Action Days took place across Manchester. Inspirational speakers included music artists Jaykae and Not3s, who shared tips for moving up in life.

The campaign garnered huge publicity; 17 million campaign impressions, for example, and a reach of more than 100,000 from the influencer activity.

A survey of Action Days attendees found 85.7 per cent were more likely to consider an apprenticeship after taking part, and 92 per cent would follow up with apprentice-related action. Eighty per cent of Apprentice Nation participants were from a BME background.

It also helped BT meet its recruitment target of 1,800 apprentices in 2020.


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