BMet College

Bridgehead Communications was commissioned to design and deliver a short‑term campaign to better understand attitudes towards adult education among 18–55‑year‑olds in Birmingham and the wider West Midlands. BMet wanted to:

• Quantify barriers preventing adults from enrolling in education

• Raise awareness of available adult learning opportunities

• Address misconceptions around eligibility for further study

• Inform future outreach and marketing activity

Campaign activity needed to combine robust insight generation with targeted regional awareness‑raising.

We commissioned an independent survey of over 1,000 adults aged 18–55 across Birmingham and the West Midlands to assess awareness, perceptions and barriers to adult education.

Key findings were developed into a report — Attitudes towards adult education in the West Midlands and Birmingham — supported by data visualisation and a targeted regional media outreach programme.

The campaign generated both media visibility and actionable insight to inform BMet’s future engagement strategy.

Research Findings

Polling revealed that:

• 57% of adults would consider returning to education

• Over a third cited cost and childcare as key barriers

• 1 in 4 adults believed they were ineligible for formal education

• Nearly three‑fifths would consider returning part‑time

• Just 13% would consider returning full‑time

These findings provided a clearer understanding of the financial and informational barriers affecting adult participation in education.

Media Reach & Coverage

Campaign findings were published across regional media, including:

• Express & Star

• Shropshire Star

In total, the polling results featured in:

• 5 regional news outlets

• Coverage reaching an estimated 29,000 readers

Strategic Impact

Insights from the polling were used by BMet to:

• Inform its marketing and outreach strategy

• Target adults aged 18–55 more effectively

• Address misconceptions around eligibility

• Promote accessible routes back into education

This enabled BMet to align future communications with the practical barriers and motivations identified through the research.