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Opening Shift

PR Campaign

Monday 7th September, 2026

The British Retail Consortium and the Department for Work and Pensions launched Opening Shift, a retail work-experience programme for 18–24-year-olds not in employment, education or training. More than 40 retailers pledged 11,305 placements, with every participant promised an interview, creating a clear national response to the ‘no experience, no job’ cycle and a target of supporting 100,000 people into work by 2029.

Why it worked: It offered a concrete, government-backed fix with measurable scale—11,305 pledged placements now, 100,000 target—tied to a live NEET crisis.

The lesson: Consider launching a coalition-backed pilot with guaranteed outcomes (e.g., interview or refund) and a hard numeric target journalists can headline.

British Retail Consortium Department for Work and Pensions 40+ participating retailers

1 Source:

Coverage over time

How this story spread across the media

Publication	Headline	Date
thegrocer.co.uk	NEET crisis breakthrough: retail bosses and ministers unveil plan for 100,000 jobs	Monday 7th September, 2026

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Every day, brands launch PR campaigns and the media covers them. We scan lots of different news sources and use AI to spot the campaigns behind the stories, and show you which ones are getting the most traction right now. Think of it as a live leaderboard of what's working in PR.

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