The agency picked up the account following a competitive pitch against Delaney Lund Knox Warren & Partners, Proximity and Iris. The pitch was handled by COI.
Targeted at 14- to 19-year-olds, the qualification offers students an extra way of gaining either academic or work-based learning by offering specialisation in one subject.
The scheme will provide courses in five areas, including engineering, creative and media, and involve schools and colleges working with employers to offer hands-on experience alongside other qualifications such as GCSEs, A-levels and apprenticeships.
WCRS has been briefed with raising awareness and understanding of the new qualifications among young people, parents, teachers and local employers.
The fact-based campaign will break across a range of media, including PR, radio, online and events.