University for Industry, the Government’s education initiative, is
launching its first advertising campaign next week with work by
Duckworth Finn Grubb Waters and HPT Brand Response.
Learndirect, a one-stop shop for adult learning needs, is the response
to one of UFI’s key objectives to stimulate demand for lifelong learning
among all adults out of school aged 16 years and above. The aim is to
raise skill levels and increase business competitiveness, making the UK
more competitive and individuals more employable.
The first wave of the campaign, which is based on the notion that
everyone has a hidden talent, will use TV ads from Duckworth Finn, with
an objective to build both the Learndirect brand and to change attitudes
to learning as a whole.
The TV work comprises a 70-second ad and two 40-second spots and shows
people meeting their ’doubles’ - alternative versions of themselves who
have realised their talents and ambitions with the help of
The 70-second spot is aimed at everyone over school-leav-ing age, while
the two shorter ones target specific groups. ’Graphic design’ is aimed
at women returning to the workforce, while ’book signing’ targets those
who are unskilled and lack confidence.
Initially HPT will handle the fulfilment activity generated by the brand
response TV ads. Next month it will launch a door-drop and internet
David Croisdale-Appleby, the marketing and communications director of
UFI, said: ’For most of us, learning stops when we leave school or
university; we need to take a fresh look at how we think about learning
I am confident that the campaign will have a significant impact on
building awareness of the Learndirect brand.’
The TV ads were written by Eugenia Pacelli and art directed by Claudio
Pasqualetti. The director was David Garfath for the Paul Weiland Film
Company. Media was planned by New PHD and bought by MediaVest.