In 2016 we were tasked with persuading 15 – 17 year olds to sign-up to the four week NCS course over their most precious time, the summer holidays. To reach a target of a million by 2020 , we had to increase by 37% year on year. We had to make NCS matter.

Teens were rejecting the NCS message because they were hearing it from teachers .we handed control of the message to tees and came up with a campaign they could relate to, ‘Change Your Summer’. We put NCS graduates front and centre. They celebrated their personal achievements, the skills they learned and the friends they made. The NCS course that was good for your CV’ now became ‘good for YOU’.


We launched on Boxing Day six weeks from the date of our appointment with a smart content strategy. We created content for cinema, VOD and social media aimed at teenagers, parents and teachers, which involved around a hundred edits in all.

January was the most successful recruitment month in NCS history. Sign-ups exceeded the target by 53% and visits to the website were up 86% compared with 2016.