BTECs aren’t worse than A-levels. They’re different, more suited to people who know what career they want to follow. The problem is that too many students, and their parents, don’t think that. I thought the best way to change attitudes about the value of BTECs was to create a roster of BTEC ‘ambassadors’. Successful people with personal experience of the benefits of BTECs - including a dragon, Peter Jones. The campaign rolled out nationally, across bus interiors and exteriors, on-campus 6-sheets, social media, video, programmatic ads and a campaign microsite.