7m ad brief will promote apprenticeships initiative

The Government is seeking an agency to handle its estimated £7m advertising brief to encourage young people not in education or training to seek an apprenticeship.

The move comes as Prime Minister Gordon Brown laid down the agenda for an apprenticeships draft bill
in his first Queen’s Speech. The proposal will entitle 16- to 18-year-olds to an apprenticeship, in an attempt to reduce the number of young people not in education, training or employment.

The advertising brief for the Department for Children, Schools and Families will be handled by COI. COI would not comment on the pitch.

The DCSF, led by secretary of state Ed Balls, is aiming to “transform” and reform learning for 14- to 19-year-olds and is designing new curricula and qualifications.

The reforms include increasing the number of young people completing apprenticeships by 75% by 2007/08, compared to 2002/03.

They also aim to increase the number of young people in education at 17 from 75% to 90% by 2016, and reduce the number of of young people not in education, employment or training by 2% by 2010.

Beverley Hughes is currently the minister for state for children, young people and families.