“What do you want to do when you grow up?” A daunting question we’ve all at some point had to answer. Sometimes too many times. We’re looking at you Aunt Carol! Our most recent celebrity campaign was one that addressed the future of young people and saw us secure the first series winner of The Apprentice Tim Campbell MBE as a celebrity spokesperson.

Tim, who is a father of two and a successful businessman was the perfect person to represent new qualification T-Levels. The qualification comes after GCSEs and is the equivalent of three A-Levels. It has been designed in collaboration with employers across multiple industries and offers young people, aged 16-19, the opportunity to combine classroom study with real-life work experience.

Subject choices include Healthcare Science, Education and Childcare, Accounting, Digital Support Services, Legal Services, Management and Administration and many more.

As the qualification is a relatively new initiative, Tim’s objectives as the celebrity spokesperson were to raise awareness of T-Levels and equip parents and guardians with information so they can help support their children in their future education.

To support the campaign Tim took part in a broadcast day where he spoke to a number of radio stations. The interviews were a great opportunity for Tim to share multiple messages such as the fact the qualification is a two-year course and includes a 45-day industry placement.

He was also able to address key points during a Q&A session including how to apply for T-Levels, where parents and young people can get more information and his own reasoning for fronting the campaign.

During the interview he said: “As both a businessman and parent, I can see the unique benefits T-levels offer,”

“Parents can be reassured that young people studying T-levels are finding out more about the career opportunities open to them, while building their confidence and life skills. Employers have helped develop T-levels to cover the key knowledge and skills areas of the most in-demand and growing sectors in the country. This will help address the skills gaps businesses are reporting.”

A supporting press release was sent out for the campaign and was picked up by a by a number of titles including The Metro and The Daily Star. With his recognisable work ethic and memorable journey on The Apprentice, Tim was an excellent match for T-Levels and successfully increased awareness as well as interest as the campaign frontman.


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