The story

Many young people find the prospect of choosing a career a frightening prospect. Even those who have an idea of which sectors of industry they are interested in, can be daunted by the numbers of different paths they could follow. icould is an online resource that is intended to help these young people standing on the threshold of work and to inspire them into thinking about the many directions their career journeys might take.

Who was listening?

Young people aged between 13 and 22.

How it was told?

Featuring first-hand accounts of almost 1,000 interviewees (filmed over only six months), a comprehensive resource of stories that describes myriad career journeys was produced for on-line use. In order to achieve the considerable volume needed to express the range of options and opportunities available, New Moon developed a production approach based on the principles of mass customization. Although the process was replicated again and again, each interview is distinctive and , visually engaging and reflective of the contributor’s personal career story. The use of fast jump cuts and strong graphic content created a style that is consistent with the expectations of the young, media-savvy audience, whilst also being simple to produce in the limited timescale.