D’Arcy relates maths to everyday life for pounds 2m DfEE initiative

D’Arcy has created a pounds 2 million TV campaign for the Department for Education and Employment’s Maths Year 2000 initiative.

D’Arcy has created a pounds 2 million TV campaign for the

Department for Education and Employment’s Maths Year 2000

initiative.



The campaign follows the success of D’Arcy’s Reading & Literacy

campaign, which took the Grand Prix at the account planning group’s

creative awards last November.



The work will break later this month with the aim of raising numeracy

standards and encouraging parents to play an active role in their

children’s education.



D’Arcy will use the idea that maths can be incorporated in to children’s

everyday lives.



Kate Hopkins, account director at D’Arcy, said: ’The work really

surprises people into understanding that maths isn’t the horror they

experienced at school.’



The ads were written and art directed by Trevor Webb and Steven Campbell

and directed by Steve Reeves through Stark Films. Media is through

MediaVest.



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