Unlock Your Potential

Amidst a critical skills deficit in the UK and a widening gap in economic inequality, 16-24 year olds face a number of barriers accessing skills development and career opportunities. Those defined as NEET (not in education, employment, training) in this age group has increased to 12.3%, from 10.5% in 2021. In response, Lucozade and Apprentice Nation joined to launch 'Unlock Your Potential‘, dedicated to engaging and inspiring young people in their careers through the power of music, particularly those from underrepresented backgrounds. 'Unlock Your Potential' aimed to catalyse meaningful change, raise awareness of the issues and enable individuals to develop skills for both life and work.

The strategy revolved around collaboration, content creation, and shared storytelling, to provide on-demand content covering a range of topics essential for personal and professional development. To enhance engagement, music artists Kojey Radical and Ray BLK, alongside industry experts, took part in events and activities all aimed at empowering youth and providing them with valuable skills and opportunities. The outcome has been significant, with platform membership increasing to over 26,000, 50 hours of available content, 160 million impressions annually across platforms and some members even gaining a role at Lucozade!

"Unlock Your Potential"" effectively linked education and employment, promoting inclusivity and diversity through innovative approaches: integrating Lucozade employees with music artists, offering unique work experience days, mentorship and bursary funding, addressing youth empowerment and skill development. With measurable results and positive feedback, ""Unlock Your Potential"" stands out as a compelling and impactful initiative.