The State Education Development Agency's integrated communication campaign “Update your skills and knowledge!”

To inform Latvian residents about adult education opportunities, the skills management platform STARS and the creation of individual learning accounts, as well as to enhance the understanding of adult education as a permanent and purposeful path in life, we implemented the integrated communication campaign “Update your skills and knowledge!” on behalf of the State Education Development Agency.

Latvians are relatively slow to engage in adult education. However, to successfully adapt to the changing labor market conditions, lifelong learning is becoming a vital necessity to build a sustainable career and remain relevant in the labor market in the long term. That is why, in the integrated communication campaign, we not only informed about the adult education opportunities available on the STARS platform but also explained and emphasized the role of lifelong learning, the need for skill development, and the importance of building a sustainable career.

When launching the campaign, we developed the campaign’s creative concept and key visual, emphasizing the development of knowledge and skills, and organized an expert discussion “Update your skills for a sustainable career!”, also ensuring its live broadcast. We created a series of informative materials and videos on creating individual learning accounts and applying for education programs on the STARS platform, as well as filmed two experience stories and two videos with representatives of the European Commission and the European Parliament.

During the campaign, we implemented an advertising campaign outdoors, on radio, Google and META platforms, internet portals, public transport and healthcare institutions, collaborated with influencers, and implemented daily communication on social media. This allowed us to reach a wide target audience and significantly exceed previously predicted results. We also ensured media relations, reaching 127 publications, which exceeded the planned results by 81 %.

Most importantly, during the campaign, we promoted the creation of new learning accounts on the STARS platform, with new registrations increasing by 29 %.