We’re so proud to work with UCAS on this far-reaching project that’s transforming careers education across the UK and helping thousands of students to explore all their options and choose the right path for them.

Brief

The UCAS Destinations Programme is one of the most impactful, rewarding and high-profile projects we’ve ever worked on. Designed to raise aspirations and improve student outcomes nationwide, Destinations provides a two-year framework for teachers and careers advisers, delivered through six ready-to-use lessons written by careers education specialists John Paley, Lis McGuire and Liane Hambly.

We were challenged with creating a design and concept that would connect equally well with students, teachers, career advisers and senior leaders at schools and colleges. A concept with the flexibility to also work across all media, including a standout marketing campaign, six themed curriculum resource packs and a variety of supporting assets.

Solution

Working closely as one team, we developed a distinct look and feel using diverse characters and a pathway graphic to express an exciting journey of discovery and a choice of future routes and destinations. We also developed key messages and a tone of voice that focused on keeping everything clear, simple and easy to navigate.

To promote the launch of the programme to schools and colleges, we produced a suite of social posts and email and website assets. We also created a printed pack that was sent out to 3,000 schools and colleges. This included a programme guide, scheme of work, lesson guide, individual lesson plan, student worksheets, PowerPoint presentation, programme poster, printed envelope and A2 wall planner. It took a real team effort to write, proof, design and deliver everything on time.

We then turned all these assets into downloadable digital content for the website and created the five other comprehensive lesson packs, so teachers and careers advisers can quickly access all the information they need to deliver every lesson.

Results

The Destinations Programme will positively impact thousands of young people’s futures. Exceeding a September sign up target by 830%, the resources are already being used by 1,868 schools, colleges and universities to help thousands of students make more informed decisions about their futures. As the momentum grows it has the potential to support every single student, school and college in the UK.

“Engaging students, school leaders and university outreach teams in one concept was a huge challenge, but you understood the vision from the beginning. Working with your team feels like an extension of the UCAS marketing team – we couldn’t have done it without you.”

Sarah Derbyshire, Marketing & Communications Lead, UCAS

“Working with Waterfall on the Destinations Programme was a fantastic experience. They really understood the vision behind the resources and brought the content to life in a way that feels creative, engaging and accessible, while never losing sight of how the resources will actually be used by students and practitioners in the classroom. Seeing the finished programme come together was even better than I’d imagined.”

John Paley, Careers Adviser and Co-Author of the Destinations Programme

“Can I check this programme is free please?… Good lord, that will totally transform my year of planning. Thank you.”

Anonymous, School Teacher, UK