Duckworth Finn Grubb Waters is using Naomi Campbell and the
footballer Steven Gerrard in a campaign to encourage young people to
seek higher education.
The Department for Education's "Aim higher" campaign targets careers
such as modelling and footballing -the most aspirational for young
people - and reminds them that there are alternative jobs within those
The push comes as the Government aims to have 50 per cent of young
people benefiting from higher education before they are 30.
A press ad for a pre-GCSE audience shows a Vogue magazine cover
featuring Campbell and the strapline: "So what if you're not the next
Naomi Campbell?" The facing page shows another shot of the magazine,
this time with an ordinary teenager, and the reply: "Become a
photographer, magazine editor or fashion designer."
Other executions feature Gerrard and Nigel Lythgoe of Popstars, written
by Eugenia Pacelli and art directed by Claudio Pasqualetti.
The post-GCSE work highlights the 35 per cent higher earning potential
of graduates, using the image of two-thirds of a car. The strapline is:
"If you think you don't need higher education, you're missing
something." This ad was written by Brendan Wilkins and art directed by
Media planning is by Rocket and media buying is handled by DFGW.