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ADVERTISING CAMPAIGNS

Learning and Skills Council ‘Hands'

Agency: Leo Burnett

Client: Learning and Skills Council

Leo Burnett has launched a new look ‘Get On’ advertising campaign for the Learning and Skills Council.

It aims to target the 6.8 million adults in England who have maths skills below Entry Level 3 and moves away from the well known “gremlins” advertising

Instead, this reminds viewers that it may be a simple case of lack of confidence that is holding them back and that better maths skills are within their reach.

The campaign uses a unique puppetry technique, creating warm and friendly characters out of hands to tell their stories in an engaging and motivating way through TV, press, radio and online.

Chairman of the LSC, Chris Banks, said, “We are aiming to hit 2.25 million literacy and numeracy qualifications by 2010 and we hope this campaign will help us hit and exceed this target.

“Ensuring that people have access to a free education to become skilled is vital to a prosperous economy and a confident nation.”

Tony Malcolm, Creative Director, Leo Burnett added, “Hands were the perfect execution, and they fit with our campaign line 'Our future. It's in our hands.”

AJR
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