The Department for Education (DfE) has recently introduced a compelling and multifaceted campaign aimed at inspiring individuals and businesses to harness their full potential. Titled ‘It all starts with skills,’ this extensive Skills for Life initiative is set to create ripples across diverse audiences, encouraging them to embrace the myriad technical qualifications and training opportunities available for personal and professional growth. Developed in collaboration with M&C Saatchi, the campaign adopts a multichannel approach to reach three pivotal audiences simultaneously: young people aged 14 to 19 and their influencers, SME employer decision-makers and employees, and adults aged 24 to 59.
Under the overarching Skills for Life brand, ‘It all starts with skills’ serves as a rallying cry, urging individuals and businesses to recognize and seize the various opportunities for skills development. The campaign taps into the universal truth that everyone possesses untapped potential, emphasizing that realizing this potential requires proactive steps.
At the heart of the initiative is a motivational 40-second film directed by Vincent René-Lortie, known for his work on the Oscar® shortlisted film ‘Invincible.’ The film unfolds as a metaphor for untapped potential, showcasing three individuals embarking on a new day as they take their initial steps toward learning new skills. Real people, at the beginning of their journey or contemplating career shifts, are featured in the emotive campaign, adding authenticity to the narrative.
The campaign strategically targets the core belief that potential remains dormant unless actions are taken to unleash it. ‘It all starts with skills’ aims to capture the hearts and minds of its audience by resonating with the shared understanding that everyone harbors latent potential, waiting to be actualized through skills development and education.
For the first time, the campaign addresses three distinct audiences simultaneously. It engages with young individuals aged 14 to 19 and their influencers, including teachers and parents. Simultaneously, it reaches out to SME employer decision-makers and employees, acknowledging the vital role of businesses in fostering skills development. Lastly, the campaign addresses adults aged 24 to 59, recognizing that the pursuit of skills and knowledge knows no age boundaries.
M&C Saatchi’s collaboration with the Department for Education has resulted in a campaign that goes beyond traditional educational promotions. By weaving a narrative that speaks to the shared aspirations of diverse demographics, ‘It all starts with skills’ becomes a beacon of inspiration for individuals and businesses alike.
Published in the United Kingdom in January 2024, the campaign encompasses a range of media assets, including digital, film, and out-of-home outdoor promotions. The holistic approach ensures a comprehensive reach, fostering a culture of continuous learning and skills development across different spheres of society.
In conclusion, ‘It all starts with skills’ emerges as a dynamic and inclusive initiative that strives to instill a sense of purpose and possibility. By recognizing the untapped potential in individuals and the transformative impact of skills development, the Department for Education encourages a nationwide movement toward a future shaped by continuous learning and growth.
