Young Enterprise Scotland’s (YES) aim is to inspire young people to learn and succeed through enterprise. Each year they support over 15,000 young people across Scotland. One way they support young people is through the Pathways Programme. Pathways supports students aged 12–18 who face barriers to accessing formal education and employment, getting them out of their normal routines and comfort zones.
YES approached us because Pathways wasn’t getting the attention it deserved. They had worked with over 20 schools since launching in 2015 and saw that there was room for more young people to get involved. Internal promotional materials had not been successful and, because staff weren’t sure about how to talk about Pathways, the message was inconsistent. They asked us to look at the message, revitalise the way they were talking about Pathways and help them show the world the positive impact the programme makes.
YES had collected plenty of information about Pathways, including positive statistics and case studies. There was a story in this information that was yet to be uncovered. We identified an evidence-focussed approach would lead the reader through the information and create a convincing case for Pathways.
YES staff visit schools and events often to talk to students, teachers and department heads. These visits are their opportunity to talk about the great work YES does, so they need to have the right material on hand. These interactions are brief or on the fly so this material would have to be small enough to fit in a trouser pocket or small bag.