Why did we need Another Way Forward?

Because Edge research found that one in five young people think they have been led down the wrong educational path, with almost half of these being misdirected by their own parents. Many parents are influenced by ingrained prejudices against vocational qualifications – 35% believe that vocational learning is just for people who don’t do well at school.

Campaigning for change

The campaign sought to tackle this prejudice head-on, with a website and adverts in national newspapers and on TV. The TV ad dramatised the way that well-meaning parents can lead their children in the wrong educational direction, showing a father giving his son a driving lesson and directing him the wrong way through heavy traffic.

The whole picture

The campaign challenged parents to stop thinking of academic qualifications as the only route to success, encouraging them to reassess their own views, and to discuss all the education and career options with their children.

For more information on helping your child choose a path that’s right for them download Edge’s ‘Getting More Help’ PDF guide from the top of this page.