Agency teams fight to land integrated education drive

The Department for Education and Skills has invited a shortlist of partnered agencies to pitch for a new campaign to promote higher education to young people.

Three teams comprising creative, direct marketing and strategic planning specialists are lining up to pitch for the COI Communications task in April: Leo Burnett, WWAV Rapp Collins and Zenith; St Luke's, Kitcatt Nohr and Manning Gottlieb OMD, and Delaney Lund Knox Warren & Partners, Draft and Naked.

John Ross, the head of publicity at DfES, said the new integrated campaign will highlight three key strands of the Government's higher education strategy: Aimhigher, Foundation Degrees and Student Support.

Aimhigher targets 13- to 16-year-olds and aims to inform young people from disadvantaged backgrounds of the benefits of higher education, and encourage them to consider it as an option.

Foundation Degrees, which launched in 2000, were the first new higher-education qualification in 25 years. The degree is designed to supply the labour market with high quality graduates. Student Support provides support and advice on the financial help available to existing and potential higher education students.

The initiative is part of the Government's drive to widen access to higher education for all young people.

Ross said: "By developing a campaign for the three main elements of our strategy, we can help people understand the benefits of higher education, of the different routes leading to a higher education qualification, and where to get financial support and advice."

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