Barclays LifeSkills signs week-long ITV deal to promote work experience opportunities
Barclays education programme and work experience matching service LifeSkills has partnered with ITV for a week-long campaign following two young people undertaking work experience.
As part of LifeSkills Work Week (Monday 17 – Friday 21 June), the daily adverts from ITN Productions will show first-hand what it’s like to undertake work experience.
The deal, brokered by Maxus, sees a different creative filmed each day on location which is then fed back to ITN before being edited and broadcast the same day during the ITV News at Ten on weeknights and peaktime drama at the weekend.
Starring in the fast-turnaround ads will be one young person placed by LifeSkills at Pailton Engineering, a manufacturing company in Coventry, and another at London-based fibre broadband provider Hyperoptic.
“This new broadcast drive will bring to life the scale of our ambition when it comes to highlighting the importance of work experience for young people today. We want to inspire them by showing just how valuable work experience can be as an opportunity to gain the skills they need for successful careers,” commented head of LifeSkills, Barclays, Kirstie Mackey.
The campaign aims to attract both potential participants and employers to the programme which is designed to give 14-19 year olds and their teachers access to the skills, information and opportunities they need to get the jobs they want. During LifeSkills Work Week young people will undertake placements with the likes of Facebook, West Ham United Football Club, ITN and Barclays.
The TV activity will be supported by social media presence on Facebook where additional multi-media content will further promote the initiative.
Tom Green, account director at Maxus, added: “Placing LifeSkills within an ad spot during the News at Ten delivers greater campaign credibility and this specific placement emphasises its newsworthy nature.”
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