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Department For Education


Website | Case Study Videos | Social Posts​


As part of the ‘Fire It Up’ campaign, we were tasked with reframing what apprenticeships are all about. No longer the lesser alternative to university, apprenticeships are now a smart way to get on the career ladder, without the debt.


So we created an informative website that would bring two distinct audiences up to speed on all things apprentice – employers and the new recruits themselves. Which meant simple, informal tone of voice that would also meet the strict government policy rules.


We also scripted and shot a series of case study films, as well as a suite of social content for Twitter, Facebook and Instagram.

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Working in partnership with M&C Saatchi

Sample of what we wrote

What’s an Apprenticeship?


It’s a real job,  with hands-on experience, a salary and the chance to train while you work. You get the same as other employees – a contract of employment, holiday leave, even sick pay.


If you’re 16 or over, you can become an apprentice as long as you live in England and aren’t in full-time education.


Apprenticeships mean:


  • You get paid and learn at the same time, with at least 20% of your time set aside for learning – usually at a college, university or a training provider.


  • You study for an official certification of your skills, equivalent to a qualification ranging from level two (equivalent to GCSE) all the way up to degree level.


  • You’re on a career path, which has real potential for a higher salary and great prospects.

Your apprenticeship can take between one and five years to complete, depending on which one, and which level, you choose.


Different apprenticeships are available all over England, at companies large and small, in a wide range of industries and organisations. From local businesses to large national brands.


We’ve made some massive improvements to apprenticeships recently. They’re no longer ‘the easy option’ – studying and working takes lots of effort and focus. Degree apprenticeships are now recognised as genuine, credible alternatives to full-time university courses.


Completing your apprenticeship means not only will you have less debt, and a valuable recognised qualification, you’ll also hopefully have gained the skills needed to progress your career.

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Further work examples

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