Helping Young People Discover Their Next Step with NoTwoPaths. Social Media Commission by The Reporters’ Academy

The Reporters’ Academy was commissioned by Celtic Sea Power to help introduce NoTwoPaths to young people aged 14–19, initially in Cornwall and then in Pembrokeshire.

Our role was to develop social campaigns that would reach young people where they already spend their time, communicate in a way that felt relevant to them and encourage them to visit and explore the app.

NoTwoPaths is a careers web app designed to make that process simpler. It helps young people explore different routes based on their interests and discover opportunities they may never have considered.

Choosing what to do after school or college can feel overwhelming. With so many different courses, apprenticeships, qualifications and careers available, young people don’t always know where to begin.

Launching NoTwoPaths in Cornwall

Cornwall was the first location for the campaign.

We developed a social media strategy for TikTok and Instagram, combining short-form video, simple graphics, local information and paid advertising. We set up all the new social media profiles – so we really were starting from scratch. 

Rather than relying on generic careers messaging, the content connected NoTwoPaths with the places, industries and opportunities young people could recognise in Cornwall.

This included:

• Local industry spotlights covering areas such as manufacturing, health and social care, maritime careers and renewable energy.
• Myth-busting content challenging assumptions about different jobs.
• Women in STEM features.
• “If you like this, you might like that” content connecting young people’s interests with potential careers.
• Videos and graphics introducing jobs that young people may not have known existed locally.
• Collaborations with local organisations and employers to increase reach and build trust.

The campaign gave NoTwoPaths an active social media presence and established which platforms, formats and messages were most effective with its target audience.

Listening to Young People… Where Youth Produce

Youth collaboration and consultation is central to the way The Reporters’ Academy works.

During the campaigns, we held a consultation and training session with our young producers. They explored the NoTwoPaths app, reviewed the social media content and shared honest feedback about what would make them stop scrolling.

Young people told us that they responded well to simple messages, humour, clear visuals and content that quickly showed why something was relevant to them.

They also highlighted how easily careers information can become overwhelming. One of the app’s greatest strengths was its ability to help young people experiencing “decision fatigue” find a place to start.

Their feedback directly influenced the next stage of content. Simpler graphics, stronger opening hooks and more entertaining videos all performed well during the campaign.

The session also turned a professional client brief into a real training opportunity. Young producers developed their understanding of social media strategy, audience insight, campaign planning and content creation while contributing ideas to a live project.

The Cornwall results

Our clients and our team were really pleased with the results. During the Cornwall campaign:

• NoTwoPaths content was shown 152,173 times.
• The campaign generated 12,573 content views.
• 568 visits to NoTwoPaths came directly from social media.
• The strongest response came from young people aged 13–17.

Consistency made a significant difference. The first TikTok post received just 11 views, while later videos were regularly achieving more than 700 views.

Collaborative content also performed particularly well on Instagram, demonstrating the value of working with trusted local organisations whose audiences were already interested in education, employment and young people’s futures.

Taking the Campaign into Pembrokeshire

The next challenge was to introduce NoTwoPaths in a completely new geographic area: Pembrokeshire.

We used the learning from Cornwall to refine the campaign.

TikTok became an even greater priority, messages were made simpler and more immediate, and we introduced more attention-grabbing content using humour, local references and clear calls to action.

The Pembrokeshire Results

The Pembrokeshire campaign delivered:

• 281,951 impressions.
• 2,365 visits to NoTwoPaths from social media.
• The strongest engagement among 13–17-year-olds.

The campaign nearly doubled the number of times content was shown compared with Cornwall and generated more than four times as many visits to NoTwoPaths from social media.

Combined Campaign Impact

Across Cornwall and Pembrokeshire, the campaigns achieved:

• More than 434,000 impressions.
• 2,933 visits to NoTwoPaths from social media.
• Strong engagement from the app’s core teenage audience.
• A substantial improvement in advertising efficiency between the first and second locations.
• A growing understanding of the content that young people find useful, relevant and engaging.

The work demonstrated that a locally tailored campaign can be replicated in a new area without losing authenticity.

It also showed the importance of combining professional social media strategy with youth insight, local knowledge and continuous performance monitoring.

More Than a Social Media Campaign

As a not-for-profit media production company, The Reporters’ Academy reinvests in training and opportunities for young people.

This means commissions such as NoTwoPaths deliver value in more than one way.

Our professional team provides the strategy, content production, campaign management and evaluation needed by the client. At the same time, young people gain access to real briefs, professional insight and practical media experience.

The NoTwoPaths partnership has enabled us to combine:

• Youth-informed campaign planning.
• Professional social media production.
• Careers storytelling.
• Paid advertising and performance analysis.
• Training and consultation with young producers.
• Locally relevant information about jobs, industries and pathways.

The result is a campaign approach that talks to young people and also actively involves them in shaping how careers information should be communicated.

Creating a Model for Future Locations

Our work in Cornwall established the campaign model. Pembrokeshire showed that the approach could be transferred into a new location and made even more effective by applying the learning from earlier delivery.

For The Reporters’ Academy, this project captures what we do best, combining professional media delivery with authentic youth insight and creating opportunities for young people through every commission.

If you’d like to know more about this project please contact NTP@TheReportersAcademy.com