09 / BARCLAYS : LIFE SKILLS

The Brief
Following the success of Life Notes, Barclays launched a free employability and financial education programme designed to unlock skills and employment opportunities for people of all ages, with access provided through educators, families, organisations, and charity partners supporting under-represented communities. The main objective was to create a more premium, relevant, and engaging content approach for this audience.

The Response
I developed a new suite of email newsletters, organic and paid social assets, and digital stories designed to better attract and engage priority customers. This included crafting intriguing subject lines, sharper editorial hooks, and compelling article summaries to drive interest and click-through.

To support clarity and accessibility, I also introduced animated elements, including a short explainer video that simplified key messages and made the programme easier to understand at a glance. Motion was used across digital and social executions to add energy, improve engagement, and increase content dwell time, while remaining consistent with Barclays’ brand guidelines.

The result was a more engaging and relevant content experience for priority audiences, supporting both performance objectives and Barclays’ wider education and inclusion goals.