We talked to a thousand parents and worked with influencers to spark a national debate across social media, national press and radio. We developed the Parental Advice website that parents said they needed, full of expert advice. There was also a Parent-a-ship day where a select few parent and child pairings experienced a day with leading experts to help them make the right decisions about their future.
It’s only the start. This is a long-term programme with significant benefits for UK employers, children and the economy – not just a marketing campaign.