360º engagement: Young adults / CITB careers

Youth marketing with integrated social media campaign

The brief was to raise awareness of the variety of careers available in construction in a way that engages with14-18 year olds making pre-GCSE and post-A level decisions about their future study and careers.

The Apprenticeships campaign delivered 273,693 unique visits – a huge 182% of the target. The Attracting Talent strand achieved 110% of target. This project won a prestigious Transform Branding Award. I led strategy, creative and campaign copy.

My role was pitch direction and content, creative strategy, creative direction, photography art direction and copy concept/copywriting. I worked with a small team to implement and roll-out, including an art direction colleague.