Case Studies

Manufacturing Foundation – Manufacturing our Future

Research commissioned by The Manufacturing Foundation showed that manufacturing has an image crisis among young people which was threatening the future of the industry.

The Manufacturing Foundation called in Leader to help it spread this message, and promote a more positive image for manufacturing.

We identified the strongest angle within the data – that children thought of manufacturing as “hard work, dirty and boring”. We backed the story up with data that showed only 1 child in 20 was considering a career in manufacturing. We found examples of best practice and prepared interviewees for the media to talk to.

The result was a mass of national, regional and trade coverage, more than 70 articles and broadcasts in all with an audience reach of 24 million. Highlights included coverage on Radio 5 Live, BBC 2’s Working Lunch, the Financial Times, The Times, The Times Education Supplement and the Daily Star. The outcome was the highest ever profile for the Manufacturing Foundation and its message.

The Manufacturing Our Future campaign raised the profile of both the issues contained in the report and The Manufacturing Foundation itself. As a result of this activity, the Manufacturing Foundation’s director James Bentley has improved his network of contacts in the business/education field around the country.

Mr Bentley said:

“The publication of research work is the core purpose of the Manufacturing Foundation, but it is pointless us publishing our work unless people read it AND act on it.  Leader’s campaign brought us national coverage and will really help us make a difference."