Young people from working-class and ethnic minority backgrounds across the Liverpool City Region are being encouraged to consider careers in the creative industries, thanks to a new government initiative.
A recent report highlights that many young people lack the information, understanding, and support needed to pursue roles in creative sectors such as film and TV, music, visual arts, advertising, and video games. Despite nearly one in three (31%) young people aged 11–18 expressing interest in creative careers, almost half (49%) are unaware of the skills or qualifications required to enter the industry.
The research also reveals a regional disparity in attitudes: young people outside London are significantly less optimistic about creative career prospects. Nearly one in four (23%) believe there are no creative industry jobs available in their area.
Liverpool City Region, identified as one of six priority areas in the Government’s Industrial Strategy, is home to a thriving creative sector. It boasts over 50 active gaming companies—including major players like Sony—and is the UK’s most filmed location outside London. Initiatives like the LCR Production Fund and the upcoming Littlewoods Film and TV studios are helping to cement its status as a creative hub.
To build on this momentum, the Department for Culture, Media and Sport (DCMS) has launched the ‘Discover! Creative Careers’ campaign. Targeting young people aged 13–17, along with their parents and carers, the campaign aims to raise awareness and increase engagement with creative career pathways. It offers direct access to local employers through workplace experiences and employer-led career activities.
Culture Secretary Lisa Nandy said:
“A fulfilling career in the creative industries is more accessible than parents and young people realise – it is no longer the sole preserve of those in the South East.
Liverpool’s creative industries are a cultural and economic powerhouse and we recently announced £25 million to help grow them even further.
But in order to keep their magic alive, we are going to nurture a new generation of talent in Manchester by demystifying creative jobs and breaking down the barriers blocking people from diverse backgrounds from pursuing them.”
Steve Rotheram, Mayor of the Liverpool City Region, added:
“Our region has always punched well above its weight when it comes to creativity – from music and film to gaming and design, the talent here is shaping culture around the world. But talent is everywhere, while opportunity too often isn’t.
That’s why initiatives like this are so important – helping young people from all backgrounds to see that there’s a place for them in the creative industries, right here on their doorstep.
With the right support and investment, I want every young person in our region to know that a good job in the creative sector isn’t a dream – it’s a real, achievable future.”
The campaign is being co-created and delivered by trade body CreativeUK and skills provider ScreenSkills, with support from major organisations including Channel 4, Ubisoft, Netflix, National Youth Theatre, Co-op Live, UKMusic, WPP, and UCAS.
Prominent ambassadors include actor Angela Griffin (Coronation Street, Holby City), broadcaster Nihal Arthanayake, BBC Radio 6 Music DJ Deb Grant, and TV producer Cameron Roach.
The campaign will be promoted through social media, online video, and digital ads across platforms such as YouTube, Reddit, Meta, Snapchat, UCAS, and even within games like Minecraft. It will also appear on screens and advertising spaces throughout the region, including Liverpool John Lennon Airport and local train stations.
A key feature of the campaign is a content series developed with grassroots group Black Creative Trailblazers, aimed at reaching underrepresented communities. The series will foster conversations and provide resources to help young people turn their creative passions into professional careers.
The Discover! Creative Careers programme is part of the Government’s broader Creative Industries Sector Plan, which was unveiled in June alongside a £380 million investment package to stimulate innovation, regional growth, and private sector investment.
Angela Griffin shared her support:
“I’m supporting Discover! Creative Careers as I want to spread the word that getting involved in the creative world is for everybody, no matter where they are from. There are affordable, accessible routes that don’t involve having to go to university. I want to encourage young people and let them know that they do belong, they can do it and help them realise their dreams.”
Image credit: Liverpool Coty Region and iStock
