4Schools: Press coverage that builds credibility

Working with early careers specialists GetMyFirstJob and TheTalentPeople – a national delivery partner – 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 in a career in TV and film.

Working very closely with Channel 4’s press office, and through sustained national, regional, and education 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.

Following the success of the 4Schools work we also supported the roll-out of 4Skills Work Experience, once again helping to extend reach and ensure targets for programme delivery were met.

“The wide range of national and regional coverage allowed us to keep 4Schools in the mind and spread awareness. Understanding GetMyFirstJob and what we do also enabled us to weave our purpose into the narrative.”

Emma Petch,

Head of Employer Candidate Marketing, GetMyFirstJob and TheTalentPeople