Education initiative starts ad push

University for Industry, the Government’s education initiative, is launching its first advertising campaign next week with work by Duckworth Finn Grubb Waters and HPT Brand Response.

University for Industry, the Government’s education initiative, is

launching its first advertising campaign next week with work by

Duckworth Finn Grubb Waters and HPT Brand Response.



Learndirect, a one-stop shop for adult learning needs, is the response

to one of UFI’s key objectives to stimulate demand for lifelong learning

among all adults out of school aged 16 years and above. The aim is to

raise skill levels and increase business competitiveness, making the UK

more competitive and individuals more employable.



The first wave of the campaign, which is based on the notion that

everyone has a hidden talent, will use TV ads from Duckworth Finn, with

an objective to build both the Learndirect brand and to change attitudes

to learning as a whole.



The TV work comprises a 70-second ad and two 40-second spots and shows

people meeting their ’doubles’ - alternative versions of themselves who

have realised their talents and ambitions with the help of

Learndirect.



The 70-second spot is aimed at everyone over school-leav-ing age, while

the two shorter ones target specific groups. ’Graphic design’ is aimed

at women returning to the workforce, while ’book signing’ targets those

who are unskilled and lack confidence.



Initially HPT will handle the fulfilment activity generated by the brand

response TV ads. Next month it will launch a door-drop and internet

banner campaign.



David Croisdale-Appleby, the marketing and communications director of

UFI, said: ’For most of us, learning stops when we leave school or

university; we need to take a fresh look at how we think about learning

as adults.



I am confident that the campaign will have a significant impact on

building awareness of the Learndirect brand.’



The TV ads were written by Eugenia Pacelli and art directed by Claudio

Pasqualetti. The director was David Garfath for the Paul Weiland Film

Company. Media was planned by New PHD and bought by MediaVest.



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