Empowering young people online with the Department for Education

We were asked to develop a five-year strategy for the Department for Education to deliver information, advice and guidance to 14-19 year olds. We defined a strategic approach that would enable the Department to deliver credible, useful and relevant content to this diverse audience.

The project included a comprehensive one-year programme of insight gathering and user engagement. We deployed a range of contrasting research methods to gain a deeper understanding of our audience. Our search, social data and analytical data collection was enhanced by consulting with an external advisory committee, prominent academics, digital industry leaders and a nationally representative panel of young people.

From our insights we then identified opportunities and developed a strategic approach around ‘content everywhere’. This approach allowed content to be distributed to young people wherever they were online, therefore increasing the ways in which they could access support.

We delivered a ground-breaking strategy that has been designed to form the cornerstone of the Department for Education’s approach to engaging with young people online. Our work was celebrated by the Department, and gained crucial recognition from Number 10.

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