NEWS: O&M set to launch ad drive to recruit schools governors

Ogilvy and Mather has won a local press and radio drive for the Government to persuade more people to become school governors.

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

office.



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

back.’



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

inner cities.



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.