Burnett picks up London school brief

The Department for Education and Skills has awarded Leo Burnett an assignment to promote London secondary schools to Londoners.

The agency picked up the outdoor brief after presenting ideas for the campaign against another undisclosed DfES roster agency.

The campaign is part of the DfES's London Challenge initiative. The initiative, which launched in May 2003, aims to fight the perception that London schools are underperforming, and raise awareness of opportunities available to young people in the capital's state secondary schools.

In one in four London schools, 70 per cent or more pupils now achieve at least five GCSEs between A and C grade. Although the figure is low, it is nearly double the figure in 2001.

The Leo Burnett campaign features seven executions created by students from London schools. The ads will appear on poster sites at 12 London Tube stations including Victoria and Waterloo.

The campaign also features two buses which will be wrapped in a self-portrait by the 11-year-old art student Pandy Monareng. They will be in service across London for the next three weeks.

Bruce Haines, the group chief executive of Leo Burnett, said: "Our aim with this campaign is to reflect the pride we have in London's students by using the advertising as a showcase for their achievements. It has been a hugely exciting and rewarding process."

The minister for schools, Andrew Adonis, added: "The schools featured in the campaign provide just a taste of the richness of talent and diversity which can be found in London's state secondary schools.

"I congratulate the London schools and their pupils featured in the campaign on their achievements. I hope the achievements of these students will be seen by fellow students travelling by bus and Tube and inspire them on their own road to success."

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