Adrian J Cotterill, Editor-in-Chief
Outsmart members Alight Media, Bauer Media Outdoor, JCDecaux, Limited Space, Open Media, Outdo Media and Smart Outdoor have kindly donated digital advertising space in key geographical areas to support this Creative Careers’ campaign to increase awareness, consideration, and uptake of creative careers among young UK people aged 13-17 years old.
UK Secretary of State for Culture, Media and Sport Lisa Nandy, said “To keep the magic of our creative industries alive, we must nurture a new generation of talent by demystifying creative jobs and breaking down the barriers currently blocking young people from diverse backgrounds. Through this campaign, and as part of our Plan For Change, we will launch more young people into exciting creative careers in their communities – building skills, countering misconceptions and raising awareness about the opportunities available.”
The campaign has been co-created and co-delivered with trade body CreativeUK and skills provider ScreenSkills. It is supported by organisations including Channel 4, Ubisoft, Netflix, National Youth Theatre, Co-op Live, UKMusic, WPP and UCAS.
Tim Lumb, Director of Outsmart Media told us “Outsmart and the Out of Home industry are proud to support this important campaign which aims to inspire young people from lower socioeconomic backgrounds into a career in the creative industries. By promoting the campaign in public spaces across the North, the message should be more accessible to all communities.”
The campaign kicks off with a month of awareness-raising activities across England, Wales and Scotland. Running from 1-30 November 2025 and aims to demonstrate to young people of all backgrounds that their interests can be turned into creative careers, and showcase real-life, accessible pathways into these regional creative sectors.
Nicole Lonsdale, Chief Client Officer, WPP Media OOH, said
“We are incredibly proud to have been a part of the DCMS Creative Careers campaign and be able to support this important initiative. We firmly believe in the power of creativity to shape our future, and it’s essential that we inspire and attract the next generation of talent. Thanks to our valued partners who donated OOH space, we were able to amplify the campaign’s message and showcase the diverse and rewarding opportunities within creative industries.”
More information about the campaign can be found on the Discover! Creative Careers Campaign website HERE
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