“Choosing an education is difficult. Should you choose the same as your friends, or should you go your own way? I don’t bloody know!” These words open FRIDAY’s campaign film, which follows three different young people who are training to become Nutrition Assistants.

The film was produced for the Trade Committee for the Nutrition Assistant programme (FUE), which wanted to make some noise and reach far more young people with its Nutrition Assistant programme. Because even though there is a major shortage of skilled labour—and therefore very good job prospects afterwards—applications to the Nutrition Assistant programme are, paradoxically, far too low.

The campaign film is based on the insight that young people today do not want to feel locked in by their education. They live in a world full of choices. It feels difficult and overwhelming. That is why they need a world of opportunities. They need to know that the education they choose can take them in many different directions—and the Nutrition Assistant programme can do that.

As the campaign is primarily aimed at young people aged 20 to 30, it was produced first and foremost for Instagram and TikTok. It is built around a values-driven concept that speaks to the target group’s lives and emotions, combined with an editing style and pace that resonate with the content they already watch on social media channels.