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DYW Glasgow head down the winning path

Our social media campaign which reached 14 million people and encouraged pupils not be become disheartened with their exam results has won a top accolade at the Scottish Digital Business Awards. 

The #NoWrongPath campaign, launched on this year’s Scottish Exam Results Day (August 8), resulted in DYW Glasgow being crowned for the Best Use of Social Media at last night’s Herald Scottish Digital Business Awards 2017.

The campaign went viral across the UK as individuals outlined their career path following school, celebrating the many paths leading to interesting job roles, with a focus on the non-traditional routes out-with higher education.

Hosted by Glasgow Chamber of Commerce, DYW Glasgow is the Scottish Government’s national strategy for strengthening links between schools and businesses, with the hope of reducing youth unemployment by 40% by 2021.

We asked people to post a photograph on social media on 8 August – Scottish Exam Results Day – holding a sign with their name, what they did when they left school and what they are doing now, along with the #nowrongpath handle. By 9am, the hashtag was trending on Twitter in both Glasgow and the UK and remained in the top 5 most popular hashtags through the rest of the day.

Many well-known faces in Scotland backed the campaign including Sean Batty, Fred MacAulay, Pete Wishart, KT Tunstall, Jennifer Reoch and Susan Aitken, while numerous young people thanked the campaign for support on the day.

Alison McRae, Senior Director of Glasgow Chamber of Commerce, said: “We are absolutely thrilled to have received recognition for the #nowrongpath campaign and we’re extremely grateful to all those who showed their support on the day.

“Our hope was to reach as many young people as possible and make them aware of the varied options available to kick-start a career. With over 9,500 tweets using the hashtag and with over 14 million impressions made, we are pleased with the results and believe that we achieved what we set out to do.

“We are constantly looking at ways to reduce youth employment, and with campaigns such as this, along with the links we create between schools and businesses, it is our hope that we can encourage young people to look at the many ways of entering Glasgow’s diverse workforce.”

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