BTEC is a world-leading vocational qualification, and the choice of thousands of students each year as a path to higher education and a career.
With further education constantly changing, a national campaign was created to promote BTEC to students and their parents. BTEC ambassadors were used for the campaign, with real experience of BTEC. Whether that was entrepreneur Peter Jones, award winning graduates, leading lecturers or an MBE – a wide range of people were involved.In many cases, it was interesting to see how some people with no experience of being filmed, were perfect subjects, and completely believable.
The hashtag #IchooseBTEC was the sign-off for online ads, films, buses up and down the country and posters in a wide range of colleges and universities.