Unlock Your Future: How 80,000 Young People Are Discovering Creative Careers in the UK

A Groundbreaking Initiative Reaches Thousands

Almost 80,000 young people aged 11 to 18 have participated in employer-led experiences across the UK's creative industries as part of the Discover! Creative Careers Month initiative. This government-funded, industry-led programme aims to demystify careers in creative fields and inspire young people from working-class and underrepresented backgrounds.

Expanding Opportunities Beyond London

The month-long campaign, which ran throughout November, connected young people with industry professionals to showcase diverse career paths—from backstage roles in theatres to developing cutting-edge gaming technology. A key goal was to demonstrate that creative opportunities exist across all UK regions, not just London and the Southeast.

Industry Leaders and Government Support

Creative Industries Minister Ian Murray emphasized the programme's alignment with government priorities: improving access for all backgrounds and fostering economic growth nationwide. He noted, "It’s encouraging to see just how many young people it’s reached already, and to think about the potential for the future."

ITV Academy supported the initiative with events like a Coronation Street storytelling workshop in Manchester, where students toured the set and honed their writing skills. Sonny Hanley, Director of ITV Academy, stated, "We were proud to support the month... It is vital we continue to demystify the industry and prove that a career in television is accessible to everyone."

Diverse Sector Engagement

The programme involved various creative subsectors:

• Into Games delivered workshops in 30 secondary schools, offering insights into video game development.
• Get Into Theatre coordinated backstage role workshops in venues like Bristol Old Vic.
• Into Film expanded the programme into Scotland and Wales, engaging young people with film industry professionals.

Impact and Reach

The campaign generated 100 million impressions and 18.5 million video views through a mix of paid media, digital content, and regional events. Website visits surged by 341%, attracting over 42,000 users, with most traffic coming from outside London. Social media hashtags like #DiscoverCreativeCareers achieved a combined reach of 5.5 million.

Voices from the Ground

A young attendee of an immersive VFX workshop shared, "Actions speak louder than words… when you come to the office, meeting the people…seeing the work environment, you can now envision yourself in it."

Mary Rose, Head of Discover! Creative Careers, highlighted the programme's growth: "This year’s Discover! Creative Career Month has seen the biggest number of industry hosts to date opening their doors and sharing their expertise... We are so incredibly grateful to them for inspiring the next generation."

Future Plans

The Discover! Creative Careers campaign will continue engaging young people and parents in priority regions, with partnerships like UCAS and activities during National Apprenticeship Week and National Careers Week. The initiative aims to build a more inclusive future workforce across the UK.