The DCMS launches the Discover! Creative Careers campaign to inspire 13-17 year-olds, their parents, and carers to explore and pursue opportunities in the UK’s creative industries.

Priority regions mirror the Government’s Industrial Strategy, focusing on Greater Manchester, Liverpool City Region, North East England, West of England, West Midlands, and West Yorkshire to target areas with growing creative sectors.

The campaign is co-created with CreativeUK and ScreenSkills, backed by partners including Channel 4, Ubisoft, Netflix, National Youth Theatre, Co-op Live, UKMusic, WPP, UCAS, and others, with ambassadors such as Angela Griffin, Nihal Arthanayake, Deb Grant, and Cameron Roach.

Research reveals key barriers and perceptions: 23% think there are no local creative jobs; 36% of C2DE backgrounds feel underrepresented; 16% believe creative work is only in London; 32% of parents view creative roles as insecure outside London; 50% of youths find creative jobs interesting and 44% say they could pursue their passion.

Leaders like Angela Griffin and Sarah Gregory highlight accessible routes into creative careers and outreach to underrepresented communities, stressing that university isn't the only path.

Messaging will leverage social media and digital channels—YouTube, Reddit, Meta, Snapchat, UCAS, Minecraft—with a regional advertising push; a Black Creative Trailblazers series is included to reach underrepresented groups.

The campaign forms part of the Creative Industries Sector Plan, backed by a 380 million investment to spur innovation, regional growth, and private investment in high-growth sectors.

Discover! Creative Careers Month runs from November 1 to 30, 2025, offering employer-led experiences for ages 11-18 across England, Wales, and Scotland.

Government research shows 31% of 11-18 year-olds are interested in creative careers, but 49% do not know what skills or qualifications are needed.