Source · Select Committees · Education Committee
Recommendation 20
20
Accepted
Paragraph: 74
Improve T Level recognition among students, parents, and employers through an awareness campaign.
Conclusion
The Department must improve recognition of T Levels among students, parents and employers through a T Level awareness campaign that raises the profile of the new qualification at both a national and local level.
Government Response Summary
The government outlines its existing robust, multi-channel marketing and communications strategy already in place to raise T Level awareness, citing increased awareness metrics from its 2022 campaign. It states it will continue these efforts, focusing on regional variances.
Paragraph Reference:
74
Government Response
Accepted
HM Government
Accepted
The Department is committed to raising awareness and understanding of T Levels among young people, parents and employers. We have a robust marketing and communications strategy in place which is continually reviewed, adapted and delivered in response to the changing education landscape, market insight and audience understanding. We continue to increase investment in T Level marketing and communications campaigns as the programme matures and more T Levels become available across the country. Our T Level communications strategy aims to address different audiences, including: young people (ages 14-19), parents, schools and colleges, careers advisers, and employers, using a multi-channel approach. This includes: • Advertising campaigns across broadcast, digital, radio, print, and out-of-home channels, that target young people and parents, • Digital content (including social media) targeting specific audiences, • Direct email communications to schools, colleges, employers and careers advisers, • Partnership activity with stakeholders, including employers, to develop content and promote T Levels, • PR and stakeholder engagement activity. We have also undertaken activities with careers leaders across schools, colleges, and Local Authorities through the Careers and Enterprise Company (CEC). The CEC provides a range of resources and support for careers leaders to help them promote T Levels. We have also commissioned dedicated support for employers, including the Employer Engagement Programme, to help providers engage with employers and offer industry placements for T Level students. We continually evaluate our campaigns to understand their impact and inform future activity. Our 2022 campaign research showed an increase in T Level awareness among young people, parents, and employers. Since our last wave of research in January 2022: • Awareness of T Levels amongst young people (aged 14–19) has increased from 46% to 54%. • Awareness amongst parents of young people aged 14–19 has increased from 42% to 46%. • Awareness amongst employers has increased from 36% to 41%. We will continue to work with a range of partners and stakeholders to drive awareness, with a particular focus on addressing regional variances.