"New Film @ViceroysHouse is released in cinemas next week. Download our accompanying #history resource:… https://t.co/Qu01ogXMwD"
"We've uploaded the new #EmpireandIndependence resource to @GuardianTeach download & use with new film… https://t.co/EQXNts506X"
"Register for @GarnierUK's #WrapSplatHat programme to get your free pupil sun awareness passports:… https://t.co/PkBLAhT4Qs"
"Witness the end of an empire with @ViceroysHouse Download our resource & #win #free film tickets #UKedchathttps://t.co/GVFmxQvHf6"
"Looking for a fun STEM curriculum linked activity for KS2?Take a look at @GWRHelp's #RunTheRailway resources & comp… https://t.co/BMMWJZqQn3"
"Get sun savvy in 2017! @GarnierUK's #WrapSplatHat programme is back! Register for your free pupil passports today:… https://t.co/8OJsfcPRNa"
2 days ago
"RT @getintofilm: We're so excited to see #AldenEhrenreich play a young #HanSolo!!! Check out the first picture from the set of the new #Sta…"
2 days ago
"#Win tickets to see @ViceroysHouse by downloading our inspiring #history resource https://t.co/Y3jhavM7Au https://t.co/ybFI0SqAgw"
2 days ago
"Download our @ViceroysHouse #history resource and #win free #tickets to see the film: https://t.co/nJLAQ64N3y https://t.co/TN6Cxa4AlX"
3 days ago
"Teach 5-9 year olds about how #fruit is grown with Bonne Maman's free From Seed to Table resources. Register here:… https://t.co/GKlsc4vETZ"
3 days ago
"Enter the #RunTheRailway KS2 creative writing #comp & you could win a VIP day out. Find out more & register here:… https://t.co/7lKQe0ejaA"
4 days ago
"RT @ViceroysHouse: On Thursday, @CineworldBirmin hosts a Q&A with @GurinderC, @TheManishDayal and @humasqureshi of #ViceroysHouse! https://…"
5 days ago
"RT @ViceroysHouse: The true story of the end of empire in India #VICEROYSHOUSE film with @hughbon @GillianA. Out 3 March – BOOK NOW: https:…"
5 days ago
"Register for free access to downloadable teaching materials, including activity sheets and competition entry forms… https://t.co/iLlL53MqEC"
8 days ago
"Bring learning to life with @GWRUK 's #RunTheRailway #creativewriting comp for ages 9-11. Find out more & register:… https://t.co/yVjqxRjdto"
9 days ago
"RT @ViceroysHouse: Tickets for the #ViceroysHouse tour are on sale! Find a special screening & Q&A with director @GurinderC near you: https…"
10 days ago
"Support #science, #D&T, #literacy & #maths w/ @KraftHeinzCo primary resource+free tomato seeds+pots #scichat https://t.co/jiKZKi5G8r #ad"
10 days ago
"#GrowYourOwn in schools – reg for free seeds, growing pots & #science resources #UKedchat #KS1 #Heinz #scichat https://t.co/F6HCYWKAdH"
12 days ago
"Free tomato seeds & growing pots with new science #resource from #HeinzIreland #Irishteachers #SciChat #ad https://t.co/0wNWxW7AcE"
12 days ago
"Register for Bonne Maman's free From Seed to Table programme to enter the creative competition for pupils aged 5-9:… https://t.co/IKcFGjan94"
12 days ago
Message from server: Gone. Check in YouTube if the id ChannelNSP belongs to a user. To locate the id of your user check the FAQ of the plugin.

Education at Sky

Posted on Tuesday, January 29th, 2013

For this edition of The Channel we interviewed Daniella Vega, Head of Corporate Responsibility at BSkyB. Daniella is a senior leader at Sky and a recognised expert in Corporate Responsibility and Sustainability. She has been at Sky for ten years and spoke to us about how important education is to the business.

Q: Why is Sky involved with education and young people?

The current economic climate creates a grim outlook among young people thinking about employment opportunities. I believe it is essential for businesses to get involved with education and young people in order to change this negative narrative to a more positive picture by providing practical assistance to help young people gain experience and understanding of work.

Sky is a powerful brand in engaging young people. The impact of the brand, coupled with the appeal of TV and media in general, mean we have a great vehicle for helping young people to learn and develop life skills.

Q: How do you design and develop your education strategy?

Our education strategy begins with looking at our business assets – including our staff, our resources, our technology, and the focus of our work – and with talking to teachers. Teachers help us to understand the needs of young people and how we can add value to schools and to society. We combine what we learn from teachers with our in-house skills and passions to create education programmes that reflect Sky’s work and help young people’s lives.

A good example is Sky Sports Living for Sport. This initiative has been running for ten years and was developed through listening to teachers and applying their insights to an area that Sky specialises in, which is sport. The programme involves athlete mentors visiting schools to encourage a positive attitude to learning. Results are fantastic – we have seen 80% improvements in attendance, punctuality and attainment amongst some participants – and we work with teachers on a regular basis to keep growing and improving the programme.

Q: Are education programmes about “giving back to society” or more than that?

I don’t like the expression “giving back to society”. It sounds like a short-term fix and implies that you have taken something away from society in the first place. Sky’s work in education and with young people is a central part of the business. The work we do in this area benefits everyone involved and is a core part of our commercial identity. Through our initiatives young people gain and develop life skills, teachers and schools receive resources which help them to educate their pupils, and as a business we build a favourable reputation with consumers, and with our own employees. Our education programmes are about collaboratively working within communities, not about one-way hand outs.

Q: How do you measure the impact of your education activity – upon young people and for the business?

Measurement and evaluation of our projects is crucial and we spend a lot of time and resource on getting it right. Without demonstrating both the brand and the social impact of our initiatives, we would not be able to keep developing them.

All of our education work centres on the development of life skills. A good example of this is Sky Skills Studios. The common thread between programmes means that we have a single framework of evaluation which is applied to all of our projects to measure their effect. The framework involves a pre-programme questionnaire for participants (this includes young people, business volunteers and teachers when relevant), a second questionnaire immediately after the programme, and then a third evaluation some time later. This thorough approach allows Sky to make a robust statement about the success of our education work.

From a brand perspective we measure impact through a quarterly tracking system. We measure brand favourability as a result of our education programmes among consumers, staff and opinion-formers.

Q: What do you think are the biggest challenges and opportunities for companies working with the education sector?

There is a big difference between the way businesses and schools operate. This can lead to challenges around the speed at which projects can be implemented, and around effective communication. These challenges can be avoided by working with education experts who understand and can interpret school culture.

Another challenge is in keeping up with changes to schools and the curriculum and understanding the direction that the education system is headed in. It requires time and effort to stay on top of the current education landscape but it is crucial for any business wanting to work with young people.

There are huge opportunities associated with working with the education sector. Working with schools allows your business to play a key role in society and help to shape the next generation of consumers and employees. It also gives real brand benefits with recognition from consumers.