England rugby star Danny Cipriani champions mentoring for next generation of UK workers

Last week markettiers4dc welcomed England rugby star Danny Cipriani into our studios, to launch a new mentoring scheme on behalf of Alliance & Leicester.

Alliance & Leicester launched the 'Premier 21 Current Accounts' and the mentor scheme, designed to help those who are starting out in their working life make the most of their hard-earned cash and opportunities within their chosen career, with the help of high profile mentors, podcasts and online tips.

The survey commissioned by Alliance & Leicester Current Accounts and carried out by Opinion Matters, revealed that eight out of ten (78%) 16 to 21 year olds who have left education believe they would have benefitted from having a career mentor or advisor. The most popular source of advice for school leavers was their mother, with over half (52%) looking for maternal guidance, with four in ten (41%) looking for fatherly advice, and one in three (35%) getting advice from friends. The survey also revealed that two thirds (64%) of youngsters of school-leaving age, over one and a half million, will be choosing to begin their working lives rather than attempt further education.

To raise awareness of the scheme and the announcement of A&L's first mentor for 2009, markettiers4dc conducted a series of radio interviews with England rugby star Danny Cipriani to coincide with the release of the new A&L research – revealing severe gaps in careers advice and support for school leavers.

While Cipriani credits his mum for being his biggest mentor, the England and London Wasps fly-half is now helping today's youth make the most of their career opportunities by becoming the first mentor (of three) for Alliance & Leicester's Premier 21 Master Class programme 2009. Steve Gracey from the Alliance & Leicester was also on hand to discuss the scheme.

markettiers4dc achieved coverage in excess of 65 stations with a potential audience reach 42,281,000, spanning a huge 8hrs 15mins 9secs and an ad rate comparison of £118,836. Radio coverage included BBC Radio 2, Absolute, LBC, BBC London, talkSPORT, and online included The Guardian, Metro, Virgin Media.