New ads in school project angers NUT

A new attempt to give advertisers access to Britain’s schools has come under fire from teachers’ leaders.

A new attempt to give advertisers access to Britain’s schools has

come under fire from teachers’ leaders.

The National Union of Teachers’ call for classrooms to remain ’ad free

zones’ followed the announcement of a scheme to distribute ad-funded

postcards to hundreds of secondary schools across the country.

Boomerang Media said it has already ran a successful pilot project which

it plans to extend into 250 schools in March next year. It hopes to have

up to 1,500 schools participating by the end of 1999.

SmithKline Beecham, Channel 4, EMI, Chupa Chups and the Central Office

of Information, which is seeking to boost Army recruitment, are said to

have expressed interest in the idea.

Under the scheme, Boomerang will offer schools regular supplies of

postcards covering a number of subjects including health, art, culture,

social education, fashion and music. Between 30 and 40 per cent of the

cards will carry advertising messages.

Unlike the controversial plan by the Essex-based Imagination for School

Media Marketing, which has been offering to pay schools to accept poster

advertising, those taking the postcards will not receive cash.

The launch of the IMM scheme has been postponed a number of times

because of difficulties in attracting advertiser interest. But Garfield

Smith, Boomerang’s managing director, said: ’This is a very soft sell

which allows advertising to put something good back into schools.’

But the NUT said it had serious misgivings about the scheme and the

union predicted protests from parents if some types of advertising -

particularly for Army recruitment - were permitted.

’It would be better for schools to be as advertising-free as possible,

rather than being exploited in this way,’ a spokesman added.

Andrew Brown, the director-general of the Advertising Association, which

has kept its distance from such schemes, said: ’There are lots of valid

ways to talk to children without talking to them in the classroom as



Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to, plus get exclusive discounts to Campaign events.

Become a member

What is Campaign AI?

Our new premium service offering bespoke monitoring reports for your company.

Find out more

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content