Science and education specialist Mission 21 will help the vocational scheme to stand out in the increasingly competitive gap-year market. It will promote The Year in Industry to 18-year-olds as a viable alternative to other gap-year activities such as travelling, volunteering or working abroad.
There has been a big boom in the range of activities on offer to gap-year students in the 20 years the charity has been running. At the same time, the graduate market-place is becoming increasingly competitive, with employers looking for extra-curricular experience.
Mission 21 is currently conducting market research and a brand audit for the charity, before drawing up a communications strategy.
Account director Kirsten Robinson will head up the account. The agency is expected to stress the benefits of gaining degree-relevant work experience.
It will position the scheme as a valuable way for students to find out whether they have chosen the correct degree, by giving them an opportunity to work in a related industry.