Naked has been appointed to handle the £3m communications planning brief for the Government’s new Diploma scheme after pitching against Carat and Universal McCann. The agency joins a slew of shops, including WCRS, Sledge and Lightmaker Tunbridge Wells, appointed by the Department for Children, Schools and Families (DCSF).
WCRS will handle advertising, Lightmaker has picked up the digital communications work, Sledge will handle film and TRO events following a pitch overseen by COI.
The campaign aims to increase awareness and understanding of the qualifications, which will be available to 14-19 year olds in selected areas across England from September next year.
It will use the strapline “Bringing your learning to life” across media such as radio, events, DVD and online. The department will also produce information packs for pupils, parents, teachers and stakeholders.
The campaign was developed with the Qualification and Curriculum Authority and the Sector Skills Development Agency. The Diploma Development Partnerships, which brings together key business sectors, was also involved.