Downing Street plans careers brand to target youth unemployment

Number 10: launching 'I am...' careers advisory site
Number 10: launching 'I am...' careers advisory site

The Prime Minister's office is launching a digital brand intended to help young people make better career choices, as the government seeks to reduce youth unemployment.

In a document seen by Marketing, Number 10 said it will develop a web platform under the brand ‘I am…’, to help the UK’s estimated 1m young unemployed people.

The site is to roll out in April with the aim of becoming a ‘core utility’, offering ‘the best of careers information’.

It will be supported by a marketing campaign to drive awareness among young people, teachers and parents, also launching in April.

Downing Street is turning directly to the marketing industry to help carry out the initiative and is currently talking to digital agencies about the design and build project.
 
‘Number 10 and the enterprise believe that this is best done by industry, not government,’ the brief said.

Microsoft, Dairy Crest, Centrica, Serco and marketing agency group Engine are among its founding partners.

Number 10 claimed more than 100 companies have shown interest in the scheme, to help with its career 'marketplace' objective offer career advice and internships and mentoring opportunities.

The Prime Minister’s office is in discussions with digital agencies about the design and build of the platform.

Separately, the Department of Health is looking for partners to help it communicate with young people to improve their health outcome, and will be launching a marketing initiative around this later this year.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message