pieces of national press coverage
of press coverage on launch day
features on regional and national radio shows
dedicated feature on Sky News
The challenge
We wanted to remind teachers, parents and young people that The Duke of Edinburgh’s Award (DofE) equips young people with the skills needed to succeed in life-particularly when it comes to getting a job and thriving at work.
The approach
In 2018, the government created an ‘Activity Passport’ for primary school children which included a list of character-building activities. However, there was no such list for teenagers, so we conducted in-depth research into what builds character and found there is a distinct lack of opportunities available for young people.
The research, which also polled the general public, business leaders and parents, helped us inform The Experience List; a list of 25 activities and experiences that every teenager should have the chance to try, to help build their character and ultimately boost employability.
We got the List panel-approved, backed by leading businesses and endorsed by celebrity entrepreneur James Caan. We also worked with DofE case studies, who helped us bring the story to life
