The Department of Education (DfE) has unveiled a new multichannel Skills for Life campaign, ‘It all starts with skills’.

The campaign, in partnership with M&C Saatchi, is aimed to inspire young people, adults and businesses to make the most of their potential.

The 40-second film, directed by Vincent René-Lortie shows three individuals starting a new day, as a metaphor for their untapped potential, before following their journeys as they take their first steps to learning new skills.

The push is running across TV, video-on-demand, cinema, out-of-home, social, audio, and digital channels, alongside complementary partnership activity.

In addition, the agency has also developed a series of innovative OOH and social executions using dynamic advertising techniques to change messages according to the day of the week,  prompting people to reflect on the importance of seizing the day.

Department for Education Deputy Director for Brand and Customer, Chloe Saklow said: “Learning new skills has the power to truly transform lives and businesses.

“It is one of the greatest ways to empower oneself and unlock potential. It is crucial for people to be aware of the incredible and wide-ranging technical courses and qualifications available. Equally important is instilling a belief in the positive impact these opportunities can have.

“We firmly believe that everyone has untapped potential, you just need to do something with it. This compelling campaign by M&C Saatchi shows how Skills for Life can serve as the catalyst for realising one’s true potential.”

M&C Saatchi Creative Partner Guy Bradbury added: “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.”

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