• by Fern Siegel , January 5, 2024

The Department for Education UK believes in lifelong growth. That aim is illustrated in its "Skills for Life" campaign, with the tag: "It all starts with skills."

Created by M&C Saatchi, the goal is to inspire people of all ages to utilize their potential in various technical capacities, thereby transforming their lives and businesses.

The target audience is teens 14 to 19 and their influencers, small-and-medium size employers, and adults 24 to 59.

Vincent René-Lortie ("Invincible") directed via The Corner Shop.

The work is running across TV, video-on-demand, cinema, out-of-home, social, audio and digital channels. Media planning is by SMRS, and media buying is by OmniGov at MGOMD.

Guy Bradbury, creative partner, M&C Saatchi, said: “We’ve created a campaign that fires a starting pistol for people, provoking them to think about what they could achieve with new skills. We chose to use the start of a new day to represent a blank slate and untapped potential, with a powerful voice-note narrative to connect with our audiences on an emotional level, and a cast including real people to create greater authenticity.”