Interactive challenges that build the foundation skills that set you up for success
The problem: 64% of young people feel they can overcome the challenges they face but need practical support to build their confidence and skills.*
The proposition: Taste for Work builds an appetite for work through a series of fun and immersive scenario-based challenges that bring the workplace to the classroom. It helps build the confidence of young people and provides their first taste of the working world.
With over 45 years of hiring young people in the UK and 70% of employees aged 18-24, McDonald’s knows how to support young people to get ready for work.
What we did: We’ve built a programme for schools, accredited by SkillsBuilder and Nasen, with two interactive ‘challenges’ that builds core workplace skills in the classroom, supported by a microsite to house it all. We are in the process of expanding the programme to include a storytelling film for the campaign and currently creating a strategy to deliver their Work Experience programme.
My Role: As a lead brand/creative strategist on this account, I have worked across each strand of the campaign, supporting the build of the strategy, scripting videos, and providing creative oversight of the campaign materials and its growth. I was responsible for nudging the client to tell the story of the campaign and then partially responsible for the creative of the treatments for these videos. I provided insight and strategic direction for the marketing communication plan for the campaign, devising a structure for how we market to teachers and which messages we use.
Impact:
Highly successful in under a year, reaching over 130,000 young people.
This supports McDonald’s wider Plan for Change goal (to help 1 million people gain new skills and open doors to jobs.)