The&Academy - Birmingham Home of the Digital Revolution?

Challenge

Is it just us – or does it feel like Birmingham has been the centre of the world recently? The Games, the subsequent investment, media moves and the pitch for Eurovision. For many years, the city and the Midlands have perhaps felt a step behind the rest of the country.

But times are changing, bab.

Be Broadcast was delighted to shine a light on incredible new job opportunities for young people to earn while they learn in the world of Digital Marketing.

The&Academy is a new apprenticeship academy aimed at hiring the next generation of talent in the media and creative industries in the heart of Birmingham’s burgeoning creative sector.

But our data pointed out that it hasn’t always been the case. For example, the region has, for many years, underperformed in the digital sectors for young people – with many simply thinking they would never be able to get an education, career or livelihood in the area. Perhaps unsurprisingly, many sectors also underperform when it comes to diversity too – with many simply not thinking the industry is for them due to economic, social or ethnic backgrounds.

Young people (16-24 who are still in education) believe they are behind the curve when it comes to core digital skills such as financial (54%), computing (23%), essential tech platforms used in everyday work situations (22%), through to things such as coding (31%).

Action

Our role was to shine a light on The&Academy as a force for good in Birmingham in the West Midlands. Knowing we had access to young talent, we quickly engaged them to understand their stories and how they got involved in the apprenticeship platform.

This varied from being neurodivergent, and so finding typical exams challenging, feeling pressure to go to University and those who decided to leave University to pursue the option – meaning we had rich and powerful stories to share with media.

Results

  • Awareness: We helped to get these young people ready to speak and engage with media and speakers from across The&Academy we were able to tell untold stories of how University is not for everyone.
  • Media outlets: Our Birmingham and West Midlands targeted campaign secured face-to-face on-site interviews and media packages with Midlands Today, ITV Central, GB News, Sky News, BBC Radio WM, the Free Radio Network, and community stations spanning the region.

Read about Be Broadcast’s campaign for Tring Park School, unlocking mental health challenges through the arts.