Case Study: Welsh Government rebuilds apprenticeship confidence with Golley Slater’s PR, social and influencer campaign

Welsh Government boosts apprenticeship propensity 67% with Golley Slater

The Welsh Government faced a significant challenge in rebuilding confidence in apprenticeships among 16-24-year-olds after the COVID-19 pandemic severely impacted uptake. Perceptions that apprenticeships were a second-best option and a lack of awareness about local opportunities were key barriers. Partnering with vendor Golley Slater, they launched a long-term PR campaign called "Apprenticeships – A Genius Decision" to increase awareness and drive starts.

Golley Slater's solution centered on a flexible creative platform built on pillars of clarity, confidence, and connection. The campaign utilized PR, social media, and strategic partnerships with influencers, teachers, and Welsh businesses to share authentic, local apprentice stories. The results were highly successful, far exceeding targets: awareness increased by 36%, propensity to become an apprentice rose by 67%, and the campaign helped contribute to over 100,000 apprenticeship opportunities from 2021 to 2025.

Welsh Government