We created a winning narrative about the vocational education programmes in the construction industry, reached the target group on the right platforms, and increased the number of searches for the Byggeriets Uddannelser’s educational programmes.
While upper secondary schools saw a record-high influx of students, applications for skilled educational programmes in the construction industry were lagging. We restarted the narrative of life as a construction worker and helped Byggeriets Uddannelser, the trade union 3F and the Danish Construction Federation (DI) to increase student enrolment.
Through a targeted campaign, we shifted the focus from what you can become to who you can be. Climate fighter. Entrepreneur. Freedom lover. Creative. We turned current students into ambassadors for the educational programmes and created a winning story that the young target group and their parents could see themselves, and their futures, in.
The 10 campaign videos have been viewed more than 5.4 million times, more than 72,000 people have visited the campaign website to learn more about the educational programmes and, most importantly, the number of searches for the programmes has increased.