Creating a stand out moment

The Challenge

National Apprenticeship Week 2019, is a highly competitive and widely covered topic. Our key objective for 2020 was to revive awareness of Avado and Creative Pioneers in key media, as well as, highlight the need for more gender equality, diversity and inclusion in the creative industries.

The Strategy

At the heart of the story for Creative Pioneers is its apprenticeship journey, those who looked beyond the traditional routes and found an alternative path to success. To bring the stories to national-attention, we leveraged human interest accounts that go against the grain, alongside research around apprenticeship myths.

The Execution

Utilising testimonials from apprenticeships, we developed a national level discussion that went beyond businesses and focused on real-life stories of people who forgone traditional routes and highlighted challenges they’ve overcome to raise awareness of the cause.

The Results

The National Apprenticeship Week campaign sparked a national debate with Avado developing a higher Share of Voice than any other competitor across national and trade titles with 9 pieces of tier 1 coverage in a matter of days. More importantly, it has reset the agenda, opened up a continued conversation with media and a constant stream of coverage opportunities for Avado to lead.