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HOPE AND INSPIRATION This year’s #NoWrongPath campaign was joined by members of the public and celebrities, all in support of Scottish school pupils
O
n 7 August 2018, as 135,000 Scottish school pupils received their exam results from the Scottish Qualification
Authority, the #NoWrongPath campaign was reignited for a second year to support students with messages of hope and inspiration. It has been a major success story. Glasgow Business (GB) spoke to Leona Seaton (LS), Programme Director of DYW Glasgow, part of Glasgow Chamber of Commerce, who came up with the original idea.
GB: The 2018 campaign was phenomenally successful this year. Can you give a taste of the response? LS: It’s been amazing. There were 28.5 million Twitter impressions, up 14.5 million from the first year, with more than 11,500 individual contributors, up by more than 6,200. #NoWrongPath received a massive amount of media attention including a BBC radio interview and even a motion of encouragement in the Scottish Parliament.
GB: Where did the idea come from? LS: A key part of Developing the Young Workforce is to help young people understand the range of jobs and occupations open to them. I was thinking about how we might communicate this to them in an engaging way. Working as part of Glasgow Chamber means we get to meet lots of interesting people in various jobs and yet none
of them had got there in the same way. I came on the idea of an image-based social media campaign with the tag line #NoWrongPath and Jenn, our Digital Communications guru, took it from there.
GB: The campaign had a strong message, can you explain what it is? LS: Asking people to share their journey about what they did when they left school to where they are now. It’s a message of hope, encouragement and inspiration to young people on one of the most important days of their lives. It is about telling people that where they start on their journey isn’t where they will stop.
GB: Why do you think so many people chose to support the campaign? LS: It’s a shared experience. We’ve
experienced that point in our lives where we were waiting on exam
results, so I think it was something people could relate to. That feeling of nerves, excitement, fear and ultimately happiness or disappointment. I believe that people really wanted to help young people going through that and help inspire them. It’s about saying they can get to where they want to go if they try and that very few people take a straight path to a career.
GB: This year was even bigger than last year, why do you think that was? LS: Last year the team did a lot of leg work reaching out to people and their networks encouraging them to get involved. None of this happened overnight, even though it might appear that way. We did all of that again this year plus we had momentum from last year. From June onwards we had people getting in touch asking “Are you doing it again?” I think people knew what they were supporting and why, so it was more of an open door. It also really helps that there are 20 other regional DYW groups across Scotland who got on board plus we had support from high profile people such as actors, celebrities and bloggers. I think people in Scotland really took it to their hearts.
GB: Have you been pleased with the response? LS: We’re all delighted and very chuffed as a team.
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