Helping PGL close the opportunity gap
Client: PGL
case study cost of living

Do you remember your school trip with PGL? Was it your first time away from home? Did you achieve something that you never thought you could?

As anyone who has been on an outdoor adventure holiday knows, these experiences help build confidence and independence. That’s why PGL, the UK’s leading outdoor educator, wants every school child in the UK to be able to benefit from life-enriching school trips.

Sadly, the cost-of-living crisis is creating new financial barriers to participation. Research conducted by PGL, revealed that schools with the highest levels of pupils on free school meals are less able to provide outdoor learning experiences.  To close this opportunity gap, the company has launched a new Breakthrough Fund, offering free and subsidised places on school trips to children on free school meals. They came to Speed to help spread the word.

To understand the challenges that families and children are facing, Speed undertook a nationwide survey of parents. It revealed that financial pressures are reducing children’s opportunities for expanding their horizons, with seven in 10 urban parents saying that the cost-of-living crisis is stopping them taking their kids on trips and excursions outside of their local area. The cost of holidays, travel and even actvities like swimming were listed as some of the biggest challenges. This makes trips organised by schools even more valuable.

To bring the story to life for the media, we partnered with clinical psychologist Angharad Rudkin to explain how outdoor learning and residential stays help children to develop vital life skills. News of the launch was covered in national newspapers including The Independent, The Sun and The Mirror, while Angharad appeared on BBC regional radio programmes during half term. Our consumer campaign was underpinned by education trade media, including news stories in Education Business and articles by PGL CEO Anthony Jones in Teach Secondary and SEN magazine. As he says, “Outdoor education shouldn’t be the privilege of those who can afford it.”

Visit the PGL website to find out whether your school is eligible to apply.

Interested in campaigns that can create change? Get in touch for a chat.