Network Rail have well established apprenticeship programmes and opportunities for school leavers and graduates, however, their research revealed high levels of young women with misconceptions about IT careers. The Girls in IT initiative was to encourage more young women to consider a career in IT, and included a competition with the opportunity to win sponsorship for the first year at university.

Integrated with social media and a dedicated on-line platform, the media activity JazzyMedia delivered was to raise awareness of the Girls in IT competition amongst female students, and drive participation through eye catching motivating posters. The campaign focused on schools and colleges within the vicinity of Network Rail's headquarters, where fifty shortlisted entrants will be invited to in February 2014 for a networking day with influential business women from various industries.

Display of six sheet posters across Sixth Forms and FE Colleges in highly targeted regional activity.

The campaign reached over 19,000 students aged 16 - 19 and achieved positive feedback from both students and teachers. All comments and photos of the poster displays in various schools and colleges were presented to the client in a post campaign report, including a list of all schools and colleges which participated.

On-line engagement with young people through dedicated content and social media is made more effective when combined with traditional media routes; the Network Rail campaign we delivered contributed to raised awareness amongst the target audience.