Getting ahead with UCAS

No10 were so impressed with our Getting Ahead with Apprenticeships video podcast series – they asked us to create a special episode with the PM!

Brief

No10 had an exciting announcement to make about a big new investment in apprenticeships. However, in a world where young people don’t watch mainstream news, they wanted to get their message out beyond the traditional channels. They saw working with UCAS on a special podcast episode, as the ideal way to reach their audience, raise aspirations and promote different choices from apprenticeships to degree apprenticeships to university study.

We only had two days to plan everything! Fortunately, we’re used to being agile, working at pace and thinking on our feet to deliver super-fast solutions. So, along with the UCAS team and podcast experts Audio Always, we rolled our sleeves up to make it happen.

Solution

We were delighted that the amazing Radio 1 presenter Katie Thistleton agreed to be the host once again. We then worked as one team to co-create the all-important questions for the Prime Minister and a one-off podcast format.

The announcement was made at the McLaren Technology Centre, the home of the Formula 1 Constructors’ Champions. Just the day before they had roared on Lando Norris to victory, as he picked up the Drivers’ Championship for the first time. So, there was already a real buzz about the place. We set up in front of one of their sportscars, which was fitting when everything was happening so fast!

When Prime Minister Sir Keir Starmer walked in, we swung into action to record the podcast in one take. The PM talked about a new funding announcement for apprenticeships and how he wanted to encourage two thirds of young people to either join university or a gold standard apprenticeship. This candid interview covered a range of important matters including the youth guarantee, mental health, AI changing jobs and how students can make the right choices for the future.

After chatting to a graduate engineer and degree apprentice at McLaren to hear more about their inspirational stories, Katie sat alongside UCAS Chief Executive, Dr Jo Saxton in the front seat of a supercar. Jo reflected on the interview and gave advice to students about how they could explore their future choices and pick the right one for them.

Following a whirlwind day, we then set about creating the podcast episode and three short edits. Time was of the essence, so we could grow the momentum on social media and share the news with a young audience as the story hit the headlines. It was also talked about on Katie’s BBC Radio 1 drivetime show.

Results

We’re very proud to have helped an important message reach young people in a different way. Especially as it could make such a big impact on their futures. We loved working with UCAS and Audio Always again to raise aspirations, promote different pathways and encourage students to explore and think about their future options.

“Thanks for your amazing efforts to put this together in just hours. Always a pleasure to work with you and the team.”

Dave Penney, CMO, UCAS