Ogilvy and Mather has won a local press and radio drive for the
Government to persuade more people to become school governors.
The Department for Education and Employment has approved a pounds
450,000 campaign amid fears of a serious shortage of governors this
autumn, when 100,000 of them reach the end of their four-year term of
The DFEE said O&M had been recruited in its role as a standby agency for
the Central Office of Information.
Less than half the budget will go directly on advertising, with pounds
75,000 allocated for radio and pounds 80,000 for press. The two-week
push will be concentrated in the North-east, North-west and Midlands -
the areas most likely to have a greater demand for new governors.
One press ad is captioned: ‘All the things you didn’t like about school
shouldn’t stop you going back’, while the other reads: ‘Even if you
can’t remember all you got out of school, you can still put something
A 60-second radio ad says: ‘It’s easy to have an opinion about your
local school, but it’s not so easy to do something about it. One way to
get things done is to be a school governor.’
O&M’s brief was to help attract 60,000 new governors for September. A
survey by the DFEE suggested only 40,000 of those who end their term of
office would continue, and the biggest recruitment problem would be in
The ads promote a telephone hotline and are designed to back up a
nationwide recruitment effort by schools and local education
authorities. Nine companies are supporting the drive by displaying
posters and distributing leaflets, including Woolworths, W. H. Smith,
Co-op and Barclays Bank.