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Welsh Government

Fast forward to the good bits

Launching Jobs Growth Wales+ to help young people get in to work

Challenge

At the start of 2021, the number of 16-18-year-olds estimated to be NEET (Not in Education, Employment or Training) was on the rise in Wales.  To tackle this, Welsh Government unveiled an innovative new support program called Jobs Growth Wales+ (JGW+).

We were tasked with launching the program, establishing its look and feel and raising awareness of the program amongst key audiences.  This was essential in ensuring young people who have been most adversely affected by the pandemic could get the help they need, no matter how far away from the job market they might be.

Solution

We focused on three strategic pillars: launch, educate and action. Through this approach, we were able to:

  • Raise awareness of the support available via the programme to young people through both social media and traditional media

  • Increase the understanding about the different support available

  • Engage target audiences by leveraging influential and trusted partners to co-create and deliver motivating messaging and content.

To bring this to life, we created a brand identity using a bold, colourful, eye-catching visual approach and positive, encouraging and motivating language. ‘Fast Forward to the Good Bits’ was born as the strapline, with its roots firmly in the culture of Gen-Z.

 

Neidia 'Mlaen

Fast Forward

Neidia 'Mlaen A dy brofiad gwaith

To inspire our young audience to consider their career opportunities, we targeted them where they are most active, with an integrated channel mix including TVC, OOH, paid and organic social, influencer activity and toolkits.

Our campaign creative was born from a studio-based video and photography shoot which saw four diverse and aspirational young adults work-the-camera in a style influenced by the content our audience consumes.

 

We partnered with six young influencers in Wales to create fun and relatable content using a range of trends across TikTok and Instagram, including ‘explainer’ videos in English and Welsh, shot in a 30-second style to explain what JGW+ is, its benefits, and how it’s accessed.

OOH was positioned within a local radius of schools and colleges and paid collateral was tailored for both young people and their parents. And to share the campaign messages, we developed a four-week bilingual social calendar, using a series of digital assets. These were then distributed in toolkits through a newly established stakeholder network and amplified through their networks.

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Results

Within just 21 days of the campaign launching, 23% of Welsh 16-24-year-olds had heard or had some understanding of the JGW+ programme (53% above target) and 20% 16-18-year-olds felt it was likely they would use JGW+.

Through a combination of influencer activity, social content, influencer activity, media activity and stakeholder’s sharing content, we had a total campaign reach of 1,634,333 (63% above target) and we secured 3,276 landing page sessions to JGW+ campaign page during campaign period (9% above target).