The Learning and Skills Council and the COI.
To produce a variety of materials for a national ‘Modern Apprenticeships’ campaign; to motivate 16-24 year olds, whilst also informing employers, parents, training advisers, teachers and other professionals.
The challenge here was to answer the needs of both key audiences; 16-24 year olds who wanted to be stimulated and parents and professionals who wanted to be well informed.
A single creative theme was developed to sit across two sets of materials; one for each target audience.
We created an image library featuring shots of young people in real-life working situations. From here, we could cherry-pick pictures for all of the materials produced, yet meet the individual needs of both target audiences by changing the tone of voice (a highly cost-effective approach).
In addition, all materials were up-loaded to an online asset management server (developed
and implemented by Optimism) so that artworks, logos, images etc. could be accessed by local LSC offices and their design partners across
the UK.
