The Department for Education.

Changing perceptions


An apprenticeship. Word has it it’s the thing you fall back on when you don’t get your first choice. But this stigma belittles the incredible careers it can lead to, and the brilliant people able to learn the skills our nation needs.

From Plan B to Plan A

So we had to change how apprenticeships are seen – by employers, by teachers and parents, and by potential applicants. We had to turn Plan B into Plan A. Working in partnership with Jamal Edwards, P Money, Silencer and seven apprentices we recorded, produced, and launched an exclusive music track and video content to showcase apprentice talent and the diverse range of opportunities that Apprenticeships offer.  Supported by extensive PR activity, this allowed us to reach previously unengaged, seemingly uninterested audiences in an unexpected way.

A joined up experience

Partnerships with SBTV and Spotify helped us fire up potential applicants, while work with The Guardian and targeted ads on LinkedIn reached employers.

Most importantly, by turning disjointed online journeys into a single fully-charged hub, conversion through the application process increased from 3% to 48%. The number of young people who would consider an apprenticeship has more than doubled.


Visits to the National Apprenticeships service on have increased from 3% of to 48% of campaign activity


Comms awareness increased from 34% to 48% for BAME audiences


More than 150 pieces of PR coverage across national print, online and broadcast media as well as consumer, education, BAME and marketing titles.

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