Unlock Your Creative Future: Government Campaign Demystifies Creative Careers for Young People

Breaking Down Barriers in Creative Industries

More young people from working class backgrounds and underrepresented communities outside London are being encouraged to explore careers in the creative industries through a groundbreaking government campaign launching today.

The Information Gap in Creative Careers

A new government-commissioned report reveals a troubling disconnect: while nearly one in three young people (31%) aged 11-18 express interest in creative careers, almost half (49%) don't know what skills or qualifications are needed to enter these fields. This lack of information, understanding, and support is preventing talented youth from pursuing opportunities in sectors including film and TV, music, visual arts, advertising, and video games.

Discover! Creative Careers Campaign Launch

The Department for Culture, Media and Sport (DCMS) is launching the 'Discover! Creative Careers' campaign to increase awareness, consideration, and uptake of creative careers among young people aged 13-17, along with their parents and carers.

Culture Secretary Lisa Nandy emphasized: "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."

Nationwide Campaign with Major Partners

This ambitious campaign has been co-created and co-delivered with trade body CreativeUK and skills provider ScreenSkills, supported by industry giants including Channel 4, Ubisoft, Netflix, National Youth Theatre, Co-op Live, UKMusic, WPP, and UCAS.

High-profile ambassadors include former Coronation Street star Angela Griffin, broadcaster Nihal Arthanayake, BBC Radio 6 Music DJ Deb Grant, and TV producer Cameron Roach.

Discover! Creative Careers Month

The campaign kicks off with a month of awareness-raising activities across England, Wales, and Scotland. Running from November 1-30, 2025, 'Discover! Creative Careers Month' will provide young people aged 11-18 with employer-led experiences and opportunities, exposing them to the world of work in creative industries.

Regional Focus and Accessibility

The campaign prioritizes six regions identified in the Government's Industrial Strategy: Greater Manchester, Liverpool City Region, North East of England, West of England, West Midlands, and West Yorkshire. These areas have growing creative sectors with businesses ranging from gaming studios to advertising agencies, and film production to digital marketing companies.

The initiative will demonstrate to young people of all backgrounds that their interests can be turned into creative careers, showcasing real-life, accessible pathways into regional creative sectors.

Multi-Platform Outreach

The campaign features extensive digital outreach including social media, online video, and digital advertising on YouTube, Reddit, Meta, Snapchat, UCAS, and even games like Minecraft, plus advertising spaces and screens in target regions.

Supporting Underrepresented Communities

A special content series created with grassroots organization Black Creative Trailblazers will help reach underrepresented communities by facilitating discussions and increasing access to resources, showing young people how they can professionalize their passions.

Government Investment and Strategy

The Discover! Creative Careers Campaign is part of the Government's Creative Industries Sector Plan, announced in June alongside a £380 million investment package to drive innovation, regional growth, and private investment in these high-growth sectors.

Key Research Findings

• 23% of young people aged 11-18 believe there are no creative industry jobs where they live
• 36% of young respondents from C2DE backgrounds feel there are no people like them in creative careers
• 16% of 11-18 year olds believe creative jobs are only available in London
• 32% of parents think creative jobs are insecure, with this perception more prevalent outside London
• 50% of young people say creative jobs are "interesting" and 44% say they "allow you to pursue your passion" - the top motivators

Industry Voices

Actor Angela Griffin shared: "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."

Mary Rose, ScreenSkills' Programme Lead, noted: "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."

Anne Mensah, VP of Content at Netflix UK, emphasized: "Creativity is everywhere, opportunity is not. That's why we're delighted to support this campaign to help open doors for young people who might not yet see themselves in this industry."

Program Expansion and Goals

The expanded Discover! Creative Careers programme includes a full month of industry encounters, supported work experience, and sector-based work academy programmes. The initiative represents a significant step toward creating more inclusive pathways into the UK's vibrant creative industries.