Changing young people’s deeply-held perceptions

Construction Industry Training Board (CITB)

CITB, the statutory body representing the UK construction industry, appointed Bell in 2013 to work on their Apprenticeships campaign. We were tasked with raising awareness of the variety of careers available in construction in a way that engaged with 14-18 year olds making pre-GSCE and post A-level decisions about their future study and careers.

We proposed a tight, well-researched and flexible two-tiered strategy, following on from our key proposition “Construct: Your Future”. Tier one was based on using social media to seed conversations and drive visitors to key destinations. We developed a range of channels, including Facebook, Twitter, an Instagram-based competition, rich media lightboxes, a dedicated Spotify channel and PPC. This melded seamlessly with Tier two: Live event design and respective graphics. The striking CITB Construct: Your Future stand at various careers shows connected seamlessly with the online activity – a traditional, offline space driving people to a bank of iPads, to the core of our campaign. The campaign delivered 273,693 unique visits to the initiative’s website – a huge 82% over target. Soft KPIs such as familiarity and favourability were smashed before 3 months of the campaign had run.

“Wow! I love the fresh creative look to this work. What a difference it makes. Thank your creative team and art-workers very much for the hard work, this is really super.”

Fiona Wilson, CITB