The government says it is aiming to get more young people from underrepresented backgrounds into the creative industries through a new campaign.
Plan for Change has been backed by regional leaders, including Greater Manchester Mayor, Andy Burnham and Liverpool City Region Mayor, Steve Rotheram.
It comes after new research showed that half of 11-18 year olds do not know what qualifications are needed for creative jobs – yet nearly 1 in 3 are interested in these careers.
The government backed report was nationwide, but also revealed that the attitudes of young people outside of London were significantly less positive than those who live in London. 23% believed there were no jobs in the creative industries where they lived.
“A fulfilling career in the creative industries is more accessible than parents and young people realise – it is no longer the sole preserve of those in the South East,” said Culture Secretary, Lisa Nandy.
The campaign has been co-created and co-delivered with trade body CreativeUK and skills provider ScreenSkills. It is supported by organisations including Channel 4, Ubisoft, Netflix, National Youth Theatre, Co-op Live, UKMusic, WPP and UCAS.
READ MORE – North lands lion’s share of government’s £150m Creative Industries Sector Plan funding
Campaign ambassadors include former Coronation Street and Holby City star Angela Griffin, broadcaster Nihal Arthanayake, BBC Radio 6 Music DJ Deb Grant and TV producer Cameron Roach.
“Greater Manchester has creativity in its DNA and has been the birthplace of cultural icons that have influenced millions around the world. But too many young people still can’t see a clear path into creative careers or don’t feel those industries are for them. The campaign is about changing that,” added Andy Burnham, Mayor of Greater Manchester.
Liverpool City Region Mayor, Steve Rotheram, continued:
“Our region has always punched well above its weight when it comes to creativity from music and film to gaming and design, the talent here is shaping culture around the world. But talent is everywhere, while opportunity too often isn’t.
“That’s why initiatives like this are so important – helping young people from all backgrounds to see that there’s a place for them in the creative industries, right here on their doorstep.
“With the right support and investment, I want every young person in our region to know that a good job in the creative sector isn’t a dream – it’s a real, achievable future.”
It will feature social, online video and digital ads that will be seen on Youtube, Reddit, Meta, Snapchat, UCAS and games such as Minecraft, as well as across advertising spaces and screens across the region.
“It is abundantly clear from this research and from our steering group partners that our industry-led programme is needed now more than ever. We have been thrilled to work collaboratively with our funders at DCMS and our steering group to continue to design a programme that supports the awareness and interest of young people and gives them a clearer path to follow into our vibrant creative industries,” explained Mary Rose, ScreenSkills’ Programme Lead for Discover Creative Careers.
“Earlier this year we set out ambitious plans to expand the Discover! Creative Careers programme; including a whole month of industry encounters, supported work experience and sector-based work academy programmes. We aim to reach over 100,000 students by March 2026.
“Our success has shown that strengthening connections between education and industry is essential to ensuring every young person has the chance to develop the skills our creative sectors need. This strength along with focused regional engagement, has seen Discover! Creative Careers build partnerships that support and expose young people to opportunities on their doorstep.”
