16 radio opportunities including four national and a number of regional BBC stations were secured for British Gas and The Duke of Edinburgh’s Award, leveraging the release of the nation’s exam results.
Objective:
Weber Shandwick and British Gas wanted to secure coverage for a new campaign looking at how soft skills, for example volunteering, are just as important as good grades in ensuring you stand out in potential employers’ eyes. British Gas apprentices take their Gold D of E to increase their skill set for successful daily customer interaction.
Solution:
We conducted a survey which showed 9 in 10 employers believe job-seekers should focus on soft skills just as much as their grades yet 60% of young people think businesses only care about academic grades. We split a broadcast session across the Scottish results day and subsequently, the rest of the UK’s results, with two delegates from The Duke of Edinburgh’s Award and two British Gas engineers across the two sessions with a raft of local case studies available.
Results:
The topic saw interest across both consumer and business programming and a fantastic range of coverage was secured with a total of 16 interviews taking place over the course of two sessions. Highlights include Sky News Radio – syndicating to over 300 stations, BBC Scotland, Share Radio, Jazz FM Business Breakfast, BBC Newcastle and Global South Hub – providing content to the south west of England.