Key task: helping students access support and advice
Whether students achieve the A-level or GCSE grades they hope for or not, many are undecided about their next step. It’s a time of great stress for them. Our job was to engage and support young people (and their parents) by reassuring them that their results aren’t the be-all and end-all of their career options, pointing them in the direction of the National Careers Service and the Exam Results Helpline for support and advice.
Deploying an audience centric channel delivery of our messages, the campaign was predominantly content and social media led. From creating media-friendly list content such as ‘7 things you need to know to survive exam results week’ to working with key stakeholders and influencers to syndicate our video content – our campaign was a true melting pot of social and traditional media expertise.
With careers advisers being the frontline for delivering advice, we turned them into the broadcasting stars of the campaign, alongside case studies. Central for media bids, they featured in key broadcast channels and online in social short films giving Q&As answering the critical and topical questions of the days – alongside giving real and honest advice to young people. Hero content included a kinetic text animation that imparted our key CTA – to call the Exam Results Helpline – in an engaging and impactful way.
A take-over over the social media channels ensured thematic visual and message consistency across the campaign, which was seeded through the National Careers Service digital and stakeholder channels.
The Exam Results content and media-led campaign delivered timely advice to young people and their influencers via accessible, engaging and shareable content, graphics, video and high-profile media. Over the course of the campaign, we reached over 111 million people with either our social content or a media story.
Careers advisers appeared on the couch at BBC News and live on a panel for BBC 5Live drive time debate – featuring in 24 national and 51 regional outlets in total. The advice videos secured nearly 82,000 views across Twitter and Facebook and were distributed through the Press Association wire. The kinetic call to action video to promote the Exam Results Helpline received nearly 36K views across Twitter/Facebook.
By focussing and investing in hero pieces of content – such as our kinetic text video and our seven careers advice videos – it enabled us to distil our messages and focus our social spend budget on content we knew would garner a strong response.
The careers advice videos enabled us to bring the Exam Results Helpline service to life, enabling young people to see how friendly the careers advisers are, all the while giving them a taste of the types of advice that the Helpline could offer them.
This project also reiterated that pre-prepared content – such as our exam results week survival tips – are welcomed by media. These tips gave us a good starting point for all our responses and were a ‘ready-made-story’ for journalists who wanted to do an advice piece for their readers.