4Schools: Press coverage that builds credibility

Working with early careers specialists GetMyFirstJob and TheTalentPeople we were appointed to support the launch and drive awareness of 4Schools, an initiative from British broadcaster Channel 4 to engage young people from diverse backgrounds to consider careers in the creative, TV and film industries.

Working very closely with Channel 4’s press office, and through sustained national, regional, education sector, and broadcast sector media outreach, we ensured that earned media coverage contributed to the successful establishment of the initiative in its first two years. The target for the number of schools registered for the initiative was surpassed. This helped 4Schools to expand delivery to new regions in the UK to reach more young people, and enabled a downweighting of spend with positive reputation achieved among schools and colleges in target UK regions.