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LSC 'It’s in our hands’ TV advert

Agency: Leo Burnett

Client: Leaning and Skills Council

The Learning and Skills Council (LSC) has launched an historic initiative to improve the nation’s skills.

The Skills Campaign, with the theme ‘Our future. It’s in our hands’, has been created to inspire people and business to improve their skill levels.

A fully integrated media and communications campaign, developed with a wide range of partners across the learning and skills sector and funded through an £8m budget of existing marketing and communication funds from the LSC, features work developed by Leo Burnett London, Mindshare and Hill & Knowlton.

The advertising campaign, created by Leo Burnett London, builds on the insight that it is our skills that enable us to take control of our future and that it’s up to each and every one of us to take this opportunity to have control over our future lives.

The campaign consists of TV, posters, press, radio and online.  The TV is directed by Carl Erik Rinsch at RSA Films. Renowned body painters, Phyllis Cohen and Sarah Bee transformed human hands into mountains, tulips, swans and many other images.

A three to five year communications strategy aims to help raise awareness and change attitudes to learning and signposts individuals and businesses to a range of skills programmes and training services managed by the LSC and many other partners.

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