Campaign: Launch of National Skills Forum Closing the Gender Gap report
Client: NSF/Policy Connect
PR team: In-house
Timescale: December 2007 - May 2008
The National Skills Forum (NSF) report looked at the barriers faced by women when trying to gain new vocational skills. It concluded teachers needed better careers advice training to help tackle assumptions among young people about gender roles in the workforce.
- To communicate the report's key recommendations
- To show what a gender skills gap means in practice
- To boost the forum's profile and membership.
Strategy and plan
The PR team worked with the Williams F1 team and arranged for a group of London schoolgirls to visit the factory and meet the team's female engineers. The visit coincided with the start of the F1 season and the PR team targeted broadcast media.
Measurement and evaluation
The BBC took up an exclusive on the story. A story about the report and the team's involvement was put on the Williams F1 team homepage.
The Government issued a statement welcoming the report and went on to respond to each of its 27 recommendations. The NSF saw a 60 per cent increase in e nquiries and website hits increased by 43 per cent.