Digital PR: Top 20 jobs kids want when they grow up

At the start of the pandemic in the UK, it quickly became apparent that the country was going to cope through lockdown thanks to key workers in various sectors. The most obvious of these was within our NHS – the doctors, nurses, surgeons, porters, cleaners etc. that make up our wonderful National Health Service.

As a way of showing gratitude many brands decided to offer special discounts and products to key workers during this time, and alongside Clap for Carers dominating Thursday evenings for 10 weeks, sites soon sprung up collating these discount codes in one place.

Much like the work we as a team have done previously with companies like vouchercloud, and even MyVoucherCodes way back in its early days when online vouchers were brand new, it was a case of helping one company,, cut through the noise and position itself in search as THE place for NHS workers to get exclusive discounts.

What we did

We came up with a tonne of relevant ideas around NHS workers, mental health, those thinking of changing careers after the pandemic, reaction to the Government’s response etc. but these all felt too heavy at a time when the news agenda was, rightly, dominated with the latest death toll and rule changes.

So we decided to think lighter and wondered how these heroes were being perceived by younger generations. What potential long-term impact might all those rainbow drawings in windows have had on them?

A quick survey of more than 2,500 children between the ages of four and 16 gave us the answer and the top 20 list of jobs kids most want to do in 2020 was created.

Link-building results

  • 100+ pieces of coverage across national and regional outlets, many with DAs 75+
  • Average DA of all coverage – 54
  • 100% of coverage had a follow link to

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