Mayor Steve Rotheram welcomes new campaign to 'demystify' jobs in Liverpool City Region's creative industries for young people from working class and ethnic minority backgrounds

MORE young people from working class and ethnic minority backgrounds in the Liverpool City Region are to be encouraged to explore a career in the creative industries as part of a Government campaign launching today.

A new report suggests a lack of information, understanding and support is preventing young people from working in creative sectors including:- film and TV, music, visual arts, advertising and video games.

Government commissioned research reveals that although 31% of young people aged:- 11 to 18 years old express an interest in pursuing jobs in the creative industries, 49% do not know what skills or qualifications are needed to work in the sector.

The research showed that the attitudes of young people outside of London were significantly less positive than those who live in London, with:- 23% believing there are no jobs in creative industries where they live.

Liverpool City Region was 1 of 6 priority Regions with growing creative sectors identified in the Government's Industrial Strategy. It is home to over 50 active gaming companies, 1 of the most booming modern sectors in the creative industries, including industry titans like Sony. The Region is also the UK's most filmed location outside of London, with the trailblazing LCR Production Fund and planned Littlewoods Film and TV studios development.

It comes as the Department for Culture, Media and Sport (DCMS) is launching the:- 'Discover! Creative Careers' campaign to increase awareness, consideration and uptake of creative careers among young people aged:- 13 to 17 years old across the Region, as well as their parents and carers. The programme gives young people direct access to employers and businesses in their local area, through experiences of the workplace and employer led careers activities.

Culture Secretary, Lisa Nandy, said:- "A fulfilling career in the creative industries is more accessible than parents and young people realise - it is no longer the sole preserve of those in the South East. Liverpool's creative industries are a cultural and economic powerhouse and we recently announced �25 million to help grow them even further. But in order to keep their magic alive, we are going to nurture a new generation of talent in Manchester by demystifying creative jobs and breaking down the barriers blocking people from diverse backgrounds from pursuing them."

Mayor of the Liverpool City Region, Steve Rotheram, said:- "Our Region has always punched well above its weight when it comes to creativity from music and film to gaming and design, the talent here is shaping culture around the world. But talent is everywhere, while opportunity too often isn't. That's why initiatives like this are so important, helping young people from all backgrounds to see that there's a place for them in the creative industries, right here on their doorstep. With the right support and investment, I want every young person in our Region to know that a good job in the creative sector isn't a dream - it's a real, achievable future."

The campaign has been co-created and co-delivered with trade body CreativeUK and skills provider ScreenSkills. It is supported by organisations including:- Channel 4, Ubisoft, Netflix, National Youth Theatre, Co-op Live, UKMusic, WPP and UCAS.

Campaign Ambassadors include:- former Coronation Street and Holby City star Angela Griffin, broadcaster Nihal Arthanayake, BBC Radio 6 Music DJ Deb Grant and TV producer Cameron Roach.

It will feature social, online video and digital ads that will be seen on:- Youtube, Reddit, Meta, Snapchat, UCAS and games such as:- Minecraft, as well as across advertising spaces and screens across the Region, including:- Liverpool John Lennon Airport and the City's Train Stations.

The campaign also features a content series made with grassroots organisation the Black Creative Trailblazers. The group will help to reach underrepresented communities in the creative industries by facilitating discussions within their network and increasing access to resources - showing young people how they can professionalise their passions.

The Discover! Creative Careers Programme is part of the Government's Creative Industries Sector Plan which was announced in June alongside a �380 million investment package to drive innovation, Regional growth and private investment.

Actor Angela Griffin said:- "I'm supporting Discover! Creative Careers as I want to spread the word that getting involved in the creative world is for everybody, no matter where they are from. There are affordable accessible routes that don't involve having to go to university. I want to encourage young people and let them know that they do belong, they can do it and help them realise their dreams."

Ronke Jane Adelakun & Adeola Adelakun, Black Creative Trailblazers, said:- "It's incredibly exciting to be part of a campaign that empowers young people, especially those from underrepresented and often overlooked backgrounds, to see that there's a place for them in the creative industries. When we were growing up, the acceptable career paths were limited to becoming a Doctor, lawyer or engineer. Being able to challenge that perception and inspire a new wave of creatives is something I'm truly proud of."

Mary Rose, ScreenSkills' Programme Lead for Discover Creative Careers said:- "It is abundantly clear from this research and from our steering group partners that our industry-led programme is needed now more than ever. We have been thrilled to work collaboratively with our funders at DCMS and our steering group to continue to design a programme that supports the awareness and interest of young people and gives them a clearer path to follow into our vibrant creative industries. Earlier this year we set out ambitious plans to expand the Discover! Creative Careers programme; including a whole month of industry encounters, supported work experience and sector-based work academy programmes. We aim to reach over 100,000 students by March 2026. Our success has shown that strengthening connections between education and industry is essential to ensuring every young person has the chance to develop the skills our creative sectors need. This strength along with focused Regional engagement, has seen Discover! Creative Careers build partnerships that support and expose young people to opportunities on their doorstep."

Sarah Gregory, Head of Equality, Diversity & Inclusion, Creative UK said:- "Creative UK is proud to partner with employers from across the breadth of the Creative and Cultural Industries to deliver this year's expanded Discover Creative Careers Month and to engage young people from some of the UK's least advantaged communities with the possibilities of a creative career. We are delighted to have this year's activities elevated by a new DCMS funded communications campaign which has been supported by Creative UK and task & finish group members including the:- Advertising Association, WPP, Ubisoft, ScreenSkills, Ukie, Channel 4, PRS Foundation, IPA, BPI, and UK Music, along with both JC Decaux, Outsmart and Discover Month partners to amplify positive messages about careers in our sector."

Anne Mensah, VP of Content, UK, Netflix said:- "As others have said before me, 'Creativity is everywhere, opportunity is not.' That's why we're delighted to support the Government's Discover! Creative Careers campaign to help open doors for young people who might not yet see themselves in this industry. Together with the National Youth Theatre, this is something we continue to address with our IGNITE Your Creativity programme. The initiative, renewed for a 3rd year and bolstered to include an additional element for aspiring writers, underlines our shared mission to nurture new voices and broaden access to creative opportunities across the UK. We want to show that a creative career isn't a distant dream, it's an achievable and rewarding path for anyone with imagination, curiosity and drive."

Public electric vehicle chargepoints surge 23% in just 1 year

THE UK's electric vehicle (EV) charging network grew by:- 23% in the last year, bringing over:- 15,000 more chargers to motorists and enabling people to travel with ease and confidence.

Figures released show there are now 86,021 chargers on Britain's roads, making it easier than ever for drivers to charge up and go.

A new chargepoint is now being added to the network every 33 minutes which is great news for drivers who can save money by charging up, as compared to filling up on petrol. The number also includes over 17,356 rapid / ultra rapid chargers that can charge a car to 80% in just:- 20 to 40 mins.

The data follows the launch of the �650m Electric Car Grant, which has already helped over:- 25,000 drivers make the switch with discounts of up to:- �3,750 on 39 models.

Minister for Decarbonisation, Keir Mather said:- "There's never been a better time to go electric; chargepoints are up:- 23% in a year, and we're helping drivers save with discounts of up to:- �3,750 on new electric cars, all part of our Plan for Change. We're also cutting red tape so renters and those without driveways can access affordable home charging, making it easier and cheaper for everyone to make the switch."

The rapid growth; particularly in:- Yorkshire and the Humber, Wales, the West Midlands and East of England; means drivers can travel to popular destinations such as:- York Minster, Caerphilly Castle and Norwich Cathedral, knowing they can stop off and charge up easily along the way.

Between October 2024 and October 2025, the number of public EV charging devices in England outside of London grew by:- 23.4%, compared to:- 21.7% in London.

There are currently over 6,000 (July 2025, Zapmap) open-access rapid and ultra rapid chargers within 1 mile of the Strategic Road Network (England's motorways and major A-roads). This means total charger numbers have more than quadrupled in the last 3 years, supporting EV drivers to take longer journeys.

The data comes just days after the Government announced it will consult to cut red tape and make it easier for renters and residents without driveways to install home chargers. Plans could see drivers save �250 on planning fees and enable more households to run their car for as little as 2p per mile; that's �2.50 from London to Birmingham.

The increase is complemented by the �25m scheme to help Councils install cross pavement channels for people without driveways, and the �381m rollout of 100,000 more public chargepoints across England.

Vicky Read, Chief Executive, ChargeUK said:- "The EV charging industry is pulling out all the stops to help drivers go electric, investing billions of private capital into high quality charging, supporting the government's ambitions for growth and decarbonisation in the process. The vast majority of EV drivers use the public networks and an increasing number will be wholly reliant on them. Meaning we need the right mix of affordable and easy to access charging at home and at work, on-street, en-route and at destinations to ensure everyone can make the switch."

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Mayor Steve Rotheram welcomes new campaign to 'demystify' jobs in Liverpool City Region's creative industries for young people from working class and ethnic minority backgrounds

Public electric vehicle chargepoints surge 23% in just 1 year