Using the power of Star Wars to get kids active

A 23red partnership case study


The idea:
Train Like a Jedi with Star Wars and Change4Life

In collaboration with: OgilvyOne / MEC / M&C Saatchi / Freud Communications / Carat and Kantar


The Year of Engineering is a government campaign led by the Department for Transport, which celebrates the world and wonder of engineering. It also forms an important part of our Industrial Strategy which is committed to boosting engineering across the UK, ensuring everyone has the skills needed to thrive in a modern economy.

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The online hub acted as a hub for teachers, students, parents and partners, sharing and promoting all the exciting work going on across the UK. We also launched a social media campaign to inspire teachers and parents to get involved.  


We created a national coalition of over 1400 partners – including the BBC, FIFA, The Science Museum, the RAF, Network Rail, LEGO, Disney, Apple, Facebook, MTV and Rolls Royce.

To spread the word about engineering, we worked with a huge range of partners. We needed to inspire young people to think again about engineering, so we partnered with brands they really cared about: from Disney’s Marvel to Kidzania and FIFA to Lego. In doing so, we showed kids everywhere just how amazing and interesting engineering can be.




We’ve changed young people’s attitudes towards engineering – showing them that a career in the field is rewarding and exciting.

We increased desirability in a career in engineering among our core audience of 11 to 16 year-olds to 62%, and 7 to 11 year-olds to 64%.