We’ve run APA Mentoring for the last four years now, bringing together APA members with our community of young creatives.

APA is the trade body for production companies, animation, VFX, immersive, sound design, music & editing companies making commercials. They represent hundreds of companies in these industries that are the backbone of creativity. It’s many of these behind-the-scenes roles that are often hidden, and as a result, a huge number of young people from lower socioeconomic backgrounds don’t know these types of jobs exist and can miss out on pursuing them as a career path.

APA Mentoring is part of our solution to fix this, and by helping to shorten the gap and make production roles more accessible. Mentoring not only helps our community learn about the world of production but also helps develop their skills, networks and knowledge to get into the industry and succeed within it.

In our most recent programme, the impact report clearly highlighted how having a mentor helped our mentees access work and increase their confidence and how our mentors were better equipped to support and advocate for socioeconomic diversity in their workplaces.

Mentee Impact

• 100% of mentees agreed or strongly agreed that they can work effectively in both formal and informal teams, including being reliable, timely, and taking responsibility. This was 77% at the programme's start, which showed a 23% increase.  

• 92% of mentees agreed or strongly agreed that they can effectively solve problems using technical know-how and recognise that there are transferable tools they can use and develop. This was 69% at the programme's start, which showed a 23% increase. 

• 85% of mentees agreed or strongly agreed that they could identify employers and organisations relevant to their career interests. This was 42% at the programme's start, which showed a 43% increase. 

• Fifteen mentees completed internships, placements, work experience or shadowing during the programme, and five mentees gained employment whilst on the programme!

Mentor Impact

• 95% of mentors agreed or strongly agreed that they feel motivated to contribute to their company's diversity and inclusion strategy. 

• 95% of mentors agreed or strongly agreed that they feel confident advocating for socioeconomic diversity in their workplace.

• 80% of mentors agreed or strongly agreed that they understand the barriers to access for young people from lower socioeconomic backgrounds.

• 80% of mentors stated that being a mentor has helped them develop their people management skills.

Working with a trade body like the Advertising Producers Association is an incredible way to make a change in the industry. Joining up different companies to help make an impact and be committed to change is an incredible sign of dedication and unity. If you want to learn more about the partnership and get involved, contact us here.