The Government is planning a &£7m campaign to promote higher education and encourage young people to consider going to university.
COI Communications has put together a shortlist of creative, media planning and buying, and direct marketing teams which will pitch in partnership. The three partnerships include Leo Burnett, Zenith Optimedia and WWAV Rapp Collins; Delaney Lund Knox Warren & Partners, Naked Communications and Draft; and St Luke’s, Manning Gottlieb OMD and Kitcatt Nohr. The pitches are due to take place in April.
John Ross, head of publicity at the Department for Education and Skills (DfES), says the new campaign will highlight the Government’s three main programmes – Aimhigher, Foundation Degrees and Student Support.
Aimhigher will target 13to 16-year-olds and will inform young people from disadvantaged backgrounds of the benefits of higher education. Foundation Degrees, launched in 2000, is designed to supply the labour market with high-quality graduates. Student Support provides advice on the financial help available for higher education.
The DfES was formed two years ago when the Department of Education and Employment (DfEE) was axed and its remit split between the newly created DfES and the Department of Work and Pensions.