#FireItUp, a campaign launched by The Department of Education to help raise awareness of the huge variety of apprenticeship options available for people of all ages and backgrounds.

Alongside M+C Saatchi, jdpl worked on this multi-faceted campaign to produce content for a two-phased release. Phase one involved the promotion of apprenticeships to young people, parents and employers through a series of adverts on national TV and social media, featuring real-life apprentices. The second phase intended to broaden activity to focus on audiences that contribute to widening participation in apprenticeships such as those from disadvantaged backgrounds, women in under-represented sectors, low paid workers, people with learning difficulties or disabilities and people from ethnic minority backgrounds.