Evolve Your Skills Hampshire Skills Bootcamps Campaign

We developed a standout campaign promoting the Hampshire Skills Bootcamps programme and encouraging residents to take the next step in their careers. Built around the creative platform “Stop Monkeying Around With Your Career,” the campaign used AI-generated advertising to reflect the forward looking nature of the training itself. The creative approach demonstrated how AI is not only shaping modern marketing, but is also a skill people can learn through the bootcamps alongside digital, construction, leadership and green skills. Delivered across TV, digital and outdoor channels, the campaign aimed to capture attention, build awareness and drive audiences to explore free, flexible training designed to help learners, employees and employers move forward with confidence.

Our Approach

Our strategy focused on creating a bold and memorable campaign that would cut through traditional public sector communications and reframe how people think about training and career progression. Built around the creative platform “Stop Monkeying Around With Your Career,” the campaign used AI generated creative to reflect the future facing nature of the Skills Bootcamps programme itself.

Rather than simply talking about digital and AI skills, we demonstrated them through the advertising, using AI as both a creative tool and a storytelling device. A coordinated rollout across TV, programmatic digital advertising, social media, outdoor and partner channels ensured consistent messaging while driving audiences back to the Hampshire Skills Bootcamps website to explore courses and take action.

Working closely with Hampshire County Council and delivery partners, we developed a flexible suite of campaign assets designed for activation across multiple platforms, empowering teams to extend reach, maintain momentum and engage learners, employees and employers alike.

The Outcome

The campaign successfully increased awareness of the Hampshire Skills Bootcamps offer while positioning the programme as modern, accessible and aligned with the future of work. The distinctive creative platform delivered strong visibility across paid, owned and partner channels, helping the campaign stand out within a crowded training and employment landscape.

By combining humour, bold visuals and a clear call to action, the campaign encouraged audiences to reconsider their next career step and engage with free, flexible training opportunities. The integrated approach enabled Hampshire County Council and its partners to amplify activity locally while maintaining a unified campaign presence, driving traffic back to the Skills Bootcamps website where learners could explore courses, build confidence and move forward.

“We wanted to show real bravery in how public sector campaigns can communicate.
Using AI allowed us to be bold, challenge expectations and prove that sometimes the best way to prepare people for the future is to create something that feels genuinely different.”

Ed Gould
Creative Director, Carswell Gould