As many schools across England begin their Summer break this week, I've pulled out some of the key themes from the recently released Pearson School Report 2024, and what this might mean for engaging youth audiences within your marketing and communications.
1. Mental Health and Wellbeing
Against a backdrop of mental health decline among children and young people, the pressure on schools to provide more continues. There’s a significant focus on mental health and wellbeing training, for both students and staff. Around half (49%) of schools are providing training and initiatives to promote wellbeing.
The other significant finding is the demand for additional support staff in classrooms, with 70% of students and 65% of teachers emphasising more teaching assistants and support staff are needed.
2. Technology and Digital Engagement
Both students and teachers favour the option of choosing between digital and paper-based assessments. This flexibility is seen as a way to enhance engagement and accommodate different learning preferences. In addition, enhancements in digital infrastructures and providing devices for students are identified as key factors that positive impact learning and engagement.
3. Curriculum Relevance and Inclusivity
There's a strong desire to include core life skills such as financial management, communication skills, and digital skills in the curriculum. Teachers and students believe these additions would make learning more relevant and engaging.
Making the curriculum more diverse and inclusive is seen as critical. About 86% of students want to learn about topics relevant to their lives, and educators believe this would improve equity and engagement.
4. Support for Special Educational Needs and Disabilities (SEND)
Schools are increasingly providing SEND training (54%) and creating sensory spaces to support students with additional needs.
The use of technology to improve accessibility for SEND students is expected to grow, with 64% of educators predicting enhanced accessibility features in the next three years.
5. Extracurricular Activities and Physical Wellbeing
Access to activities, such as sports and after-school clubs, is highlighted as crucial for student engagement at both primary and secondary level. The inclusion of physical health and wellbeing in the curriculum is also important, with many schools recognising the value of outdoor learning and green spaces.
6. Parental and Community Involvement
Increasing opportunities to engage parents and carers is seen as a beneficial strategy, especially in primary schools where it can have a more significant impact.
Schools are looking for innovative ways to support families experiencing poverty and to build a sense of community and belonging among students.
What does this mean for your marketing and communications?
Accessibility and inclusivity continue to be a must-do not an add-on and can extend down to content and format preferences, in order to help more people access what you offer.
Asking your audience what they need and how helps. Aligning content to what could help their lives, skills, interests etc could improve how they engage with you.
Access to technology can be a leveller - think about your user journeys and any barriers that exist. Don't assume everyone wants your app, there may be an easier way!
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