St Luke's retains gremlins in 'Get On' drive

St Luke's wicked gremlins, who have been haunting the illiterate

British public, are returning to national television screens in the next

phase of a Government push to support the Department for Education and

Skills' "Get On" campaign.



Targeted at the seven million adults in the UK who have basic reading,

writing and maths needs, the new work is aimed at encouraging more

learners to overcome their fears and take action through signing up for

the numerous free courses available.



The first wave of the campaign was launched by the education secretary,

Estelle Morris, last August, and generated more than 50,000 calls. As a

key element of the Skills for Life strategy launched by the Government

last March, it forms part of a £1.5 billion national drive to

improve adult literacy, numeracy and English.



In the latest burst of advertising, the tables are turned against the

gremlins who previously taunted those with maths, writing and reading

problems.



The advertisements feature the same gremlins now being ignored by those

who have overcome their issues and fought back. One spot shows a young

man on a bus reading the lyrics to a song he is singing along to on his

headphones.



He is oblivious to the vexed gremlin running alongside, shouting at

him.



The campaign was written by Seyoan Vela and art directed by Colin

Lamberton. It was directed by David Hartley through Stark Films. Media

planning is through Manning Gottlieb Media and buying is through

MediaVest.



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