The National Union of Teachers this week launches a hard-hitting press
and poster campaign which aims to alert the public to hefty cuts in the
The campaign, by Delaney Fletcher Bozell, breaks during the all-
important political conference season, and specifically advertises an
NUT rally against education cuts which will be held in Hyde Park on 19
The press ad, which is entitled ‘mental arithmetic’, points out the
difference between the required 1996/1997 education budget and the money
received from the Government.
The black-and-white text, written as though on a school blackboard,
points out the effects of such a shortfall: ‘Fewer books. Oversized
classes. Crumbling schools. Your child will suffer. All children will
suffer. To stop this happening take a day out for education.’
The poster, meanwhile, features a black cat set against a bright blue
background accompanied by the child’s alphabet drill, ‘C is for cat’.
The ‘a’ in cat has been crossed out to make the word ‘cut’.
The ads were written by Mark Tweddell and art directed by Brian
The campaign broke on Wednesday in the national press and on national
48-sheet poster sites. Media planning and buying is through 20/20 Media.
Greg Delaney, the creative director of Delaney Fletcher, said: ‘The
campaign sets out to keep education on the public and political agenda.
The message goes beyond teachers.’