The Department for Education and Employment has called a pitch for
the task of persuading a greater number of young people from less
privileged backgrounds into further education.
The agencies on the COI Communications roster, Abbott Mead Vickers BBDO,
Duckworth Finn Grubb Waters, D'Arcy and Leith London, are all pitching
for the business, being conducted under the working title of the
Agencies were briefed last Friday, despite the fact that a general
election date of 7 June was formally announced on Tuesday this week.
It is believed that COI will be supporting the push with a pounds 2
million spend each year for the next three years, highlighting the
long-term government commitment to the ongoing campaign.
The brief given to the advertising agencies will focus on encouraging
children and young adults in 'low socio-economic groups' between the
ages of 13 and 19 to go on to further education.
Sources say the Government is worried about the cost to students of
university and college fees, which can mean that young people from less
privileged backgrounds are more likely to turn their backs on tertiary
It is expected that the DfEE brief will aim to address this perception
among potential students.
In July 1999 D'Arcy created a pounds 1 million campaign for the DfEE
designed to persuade more school-leavers to join training schemes.
The press and radio campaign, which tapped into 60s and 70s nostalgia,
hoped to increase the number of 16- to 19-year-olds who took up places
on National Traineeships from 20,000 to 100,000.