Celebrating further education’s role in driving opportunity for learners everywhere
organic social reach
average engagement rate
engagement rate peak on Instagram
Understanding the challenge
Further Education (FE) has been quietly transforming lives across the UK – helping people reskill, retrain, and prepare for the future. But the sector’s successes have too often gone unnoticed. The Education and Training Foundation (ETF) wanted to change that.
Our challenge was to raise the status of FE, champion the professionalism of its teachers and trainers, and celebrate its role in driving opportunity for learners everywhere.
Shaping the solution
We began with an in-depth insight phase – speaking directly to teachers, trainers and learners to uncover the barriers and motivators shaping their experience. This dialogue enabled us to build a unifying campaign narrative and positioning statement that felt rooted in the sector’s lived reality.
Armed with this evidence, we developed a creative platform that put people at the heart of the story. The “together we transform” campaign was designed to be bold, celebratory, and inclusive – ensuring FE professionals saw themselves reflected and valued.
Celebrating success
The campaign achieved strong traction: almost 30,000 organic social reach, an average engagement rate of 3.33% (with Instagram peaking close to 10%), and high-quality cut-through across our target trade media.
Most importantly, it started to reposition FE as a sector to be celebrated – a place where learners can thrive, and where teachers and trainers play a vital role in shaping futures.
