IPA targets teachers and pupils with ad

The IPA is attempting to draw more diverse talent into the industry by launching an ad aimed at teachers in junior and secondary schools.

The ad aims to raise awareness among teachers about the diversity of jobs available in advertising and promoting it as an accessible, profitable future career for their pupils.

The work, by Leo Burnett, will be placed in the spring/summer edition of Breaktime, the teachers' magazine.

The magazine will also contain an article, written by the IPA director-general, Hamish Pringle, in which he refutes claims the industry is only for creative people.

Ann Murray Chatterton, the IPA's director of professional development, said: "We have a number of initiatives aimed at attracting top talent among university students (such as annual IPA seminars and talks and fairs at universities), but we know decisions affecting career choice are often made at a younger age."

Sarah Regan, the senior communications manager at Leo Burnett, said: "We used a simple layout to create stand-out. The quirky illustrative style lends intrigue and also reflects the fun, informal nature of our business."