DfES Foundation Degrees Direct Mail
Putting people back at the centre of skills, growth and long-term workforce planning.
This direct mail campaign was created for the Department for Education and Skills to encourage employers in construction, engineering and retail to invest in the next generation of talent by supporting Foundation Degrees and early-career development.
Rather than targeting individuals, the campaign was aimed squarely at employers and HR decision-makers — positioning young professionals not as a cost, but as the long-term bedrock of every successful industry.
The solution was a suite of three distinct direct mail packs, each with its own creative approach and design language, but unified by a single strategic idea: people are the foundation on which industries are built. Each pack brought this idea to life in a different way, ensuring cut-through and memorability while avoiding the “one-size-fits-all” feel of public sector communications.
Alongside the creative work, the campaign included a strategic review of HR inboxes and mail environments, ensuring the packs were designed to stand out physically and conceptually when received — a crucial factor in reaching time-poor senior stakeholders.
I led the creative concept, copywriting and overall design direction, balancing clarity, persuasion and public-sector accountability while delivering communications that felt considered, human and commercially relevant.
The result was a direct mail campaign that reframed skills development as a shared responsibility between government and industry — and positioned Foundation Degrees as a practical, credible route to building a stronger future workforce.