DFGW unveils learndirect work

The Government is stepping up efforts to promote its lifelong learning scheme, learndirect, with new TV advertising intended to dissuade people from making excuses for not improving their skills.

A 30-second ad, produced by DFGW, will spearhead the initiative. Media is being planned and bought by PHD and will run nationally from this week alongside peaktime programmes such as Coronation Street.

Research showed that although many people have the desire to develop new skills, they are reluctant to enrol on a course. As a result, other activities displace their good intentions.

The advertising, which has the strapline "See what you can achieve", underlines the message by featuring a newspaper discarded by a train passenger after she has drawn on it. Suddenly her "doodles" come to life. Among them is an animated woman who points to the number of job ads the passenger has circled, and how learndirect's advice line, with details of half a million courses, could help end her frustration.

The doodle theme will be continued in further TV advertising, which will promote learndirect's e-learning offering and its benefits to businesses.

The commercial, which airs from 26 May and will run throughout June, was written by Joanna Perry and art directed by Damon Troth. It was directed by Chris Shepherd through Slinky Pics.

Paul Grubb, the DFGW creative director, said: "Learndirect's aim is to make learning more accessible. The campaign is an entertaining and engaging way of delivering this message, while highlighting that learning certainly need not be dull."

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