COI Communications, the body that handles publicity for government departments, is poised to appoint Rainey Kelly Campbell Roalfe/Y&R to the &£7m advertising account for Learndirect, following a three-way pitch.
The agency pitched against Leo Burnett and Publicis. The incumbent, DFGW, did not pitch for the business (MW March 11).
The brief for RKCR/Y&R will be to target people living in deprived areas who struggle with numeracy and literacy skills.
This campaign follows the Government’s attempts to target specific sectors of the public who have been identified as priority groups to receive extra learning.
The Government is also stepping up efforts to promote its lifelong learning scheme, which encourages people to stay longer in education schemes.
The current DFGW ad campaign shows an animated character hopping around the job section of a newspaper, before explaining how Learndirect can help people to find a job and learn new skills.
At the time of the review, insiders claimed the DFGW campaign failed to persuade adults to sign up to Learndirect. However, COI says more than 1 million adults have chosen to study with Learndirect since its launch in October 2000.
The government-sponsored Learndirect network is run by the University for Industry (Ufi) to promote workforce development and lifelong learning. It promotes electronic learning to anyone over the age of 16 who wishes to improve their numeracy, literacy, business or IT skills.