National facilities management campaign
The Building Futures Group wanted to launch a national facilities management campaign with the aim of attracting young people to the cleaning and FM sectors to help fill some of the estimated six million job vacancies expected to emerge across the UK in the next 10 years due to skills shortages.
In partnership with the Department of Work and Pensions, YEUK and The Building Futures Group, PRG was asked to create a concept and artwork for two downloadable PDF brochures, one for job-seekers and the other for work coaches, to be distributed to 12,000 JobCentrePlus establishments across the UK.
The aim of our #secretjobs campaign was to encourage young people to consider facilities management and cleaning as a long-term career choice, and to educate job advisers about the numerous opportunities and appealing salaries available in these sectors.
We developed a design that featured facilities management as the hub and offered pathways to many different and exciting careers. We referenced the London Underground map as a good example of visualising pathways using colours to symbolise career paths available. We introduced images of people and buildings along the pathways to help visualise the journeys that people make within their chosen career within FM.
The front page of the PDFs showed an open front door to represent the idea of being open for opportunity, a theme that runs throughout The Building Futures Group’s branding. The idea of using an illustrative approach with icons was to make the communication universally easy to understand and visually engaging.
The #secretjobs facilities management campaign was successfully rolled out in August 2014, with over 600 brochure downloads from The Building Futures Group’s website in its first month. The campaign received national coverage in radio and press articles.
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