Jessica O'ConnorA Government campaign has been launched to encourage young people, particularly those from working-class and underrepresented backgrounds outside London, to pursue careers in the creative industries.
The ‘Discover! Creative Careers’ campaign, part of the Government’s Plan for Change, aims to raise awareness of opportunities across sectors such as film, television, music, visual arts, gaming, and advertising.
It follows new research that revealed 31% of young people aged 11 to 18 are interested in creative jobs, but nearly half (49%) do not know what skills or qualifications are needed to work in the sector.
The initiative will run nationwide, with a focus on six key regions, including Greater Manchester, Liverpool City Region, the North East, the West Midlands, the West of England, and West Yorkshire.
The campaign will also feature a dedicated month of activities throughout November, including industry encounters, workshops, and employer-led experiences designed to connect students directly with creative workplaces.
Culture Secretary Lisa Nandy said: “To keep the magic of our creative industries alive, we must nurture a new generation of talent by demystifying creative jobs and breaking down the barriers currently blocking young people from diverse backgrounds.
“Through this campaign, and as part of our Plan For Change, we will launch more young people into exciting creative careers in their communities – building skills, countering misconceptions and raising awareness about the opportunities available.”
Co-created by Creative UK and ScreenSkills, and supported by organisations including Channel 4, Ubisoft, Netflix, UK Music, WPP and UCAS, the campaign aims to reach young people through social media, online video, and gaming platforms such as YouTube, Snapchat, and Minecraft.
Ambassadors for the campaign include Angela Griffin, Nihal Arthanayake, Deb Grant and Cameron Roach, alongside community groups such as Black Creative Trailblazers, who are helping to reach underrepresented audiences and show how creative passions can become sustainable careers.
Actor Angela Griffin said: “I’m supporting Discover! Creative Careers as I want to spread the word that getting involved in the creative world is for everybody, no matter where they are from.
“There are affordable accessible routes that don’t involve having to go to university.
“I want to encourage young people and let them know that they do belong, they can do it and help them realise their dreams.”
