POWERING GENDER EQUALITY
IN ENERGY

Increasing apprenticeship
applications YOY by 225%

Women are highly underrepresented at the top of the UK energy industry—how could we help non-profit POWERful Women fix that statistic with a creative campaign?

“If you can see it, you can be it.” This is the mantra that drove us to create content to inspire young women across the UK. We wanted to spotlight the real success stories from women across the industry to amplify relatability.

This was achieved by launching an integrated digital campaign and community to target women ages 16-21 during National Apprenticeship Week. The main objective was to raise awareness of career opportunities in the energy sector.

We contacted and captured stories from women of all ages and stages of their careers across 15 short-form videos and 3 hero videos. These were released throughout National Apprenticeship Week to maximise awareness and target those looking to secure an apprenticeship who may not have considered the energy industry before.

We also created an accessible A-Z energy series to break down any complicated jargon that might be a barrier to those looking to apply. On top of that, we partnered with content creators to provide tips and advice, boosting positive conversation around young women embarking on apprenticeships and generating a supportive community.

This integrated campaign drove over 215k clicks to the dedicated website, helping women discover more about a career in energy. It gained 41 million impressions and received 93k engagements. Results were achieved across major UK cities, including London, Birmingham,

Manchester, Glasgow, Leeds, Liverpool, and Edinburgh.

By engaging women with authentic content and accessible resources, the campaign not only drove traffic but also played a pivotal role in reshaping the energy sector’s diversity landscape, leaving a lasting impact on future generations of women in the industry.