GCap Media, Bauer Radio and First Radio are launching a joint campaign to promote a Government-funded project that encourages school children to sing.
The campaign, which will break on February 18, will run across 64 UK stations including Bauer-owned Magic 105.4 and Big City Network, First Radio’s Lincs, UTV, TLRC, UKRD, Tindle and kmfm groups and 28 of GCap Media’s One Network stations. It has been developed by OMD UK.
The initiative marks the first occasion that the national school singing programme, called Sing Up, has run an ad campaign. The scheme has Government funding of 40m over four years and promotes the value of singing in a child’s education and development.
Before the campaign launch, teachers will be invited to individual radio stations to find out more and to participate. Schools can also record their pupils singing and register online to upload tracks. A number will then be chosen to air across participating stations.
The deal was brokered by Spencer Bakewell at Bauer; Lilly Tugwell, SPICE account manager at GCap Media; Nathan Bennett, sponsorship and promotions manager at First Radio Sales and overseen by Nicole Blass at OMD UK.
The Sing Up campaign aims to make every English primary school a “singing school” by 2011.