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."

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).