RED Consultancy to boost Modern Apprenticeships

The RED Consultancy has been hired by the Learning and Skills Council to raise the profile of Modern Apprenticeships, the Government's flagship young persons' training scheme.

Now in its seventh year, the Government wants to increase uptake by 35,000 by 2004. The aim is to sign up more than a quarter of all 16 to 22-year-olds by then, and as many as a third within ten years.

A £16m marketing campaign was agreed last year to promote the scheme among the young and employers.

RED, which won a four-way pitch against QBO, Band & Brown and Fishburn Hedges, is tasked with positioning the scheme as the best way for school leavers to gain training.

Campaign tactics will include celebrity endorsement, brand alliances and promotion of success stories, according to an LSC spokeswoman.

RED has also been tasked with raising the profile of the Bite Size initiative, which offers free short courses, usually one to three hours long, to all ages. One of the aims of the initiative is to encourage people to return to learning.

For both accounts, the RED team reports to LSC director of communications Robin Newton-Syms.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

Department store John Lewis is to use its 150th anniversary this year to talk about its history, which "not enough people know about", according to director of communications Peter Cross.

Labour hires Obama election strategist David Axelrod to fight General Election

Labour hires Obama election strategist David Axelrod to fight General Election

The man who helped Barack Obama win the 2008 and 2012 US presidential elections is to work for Labour along with members of his team.

Sky adds Fever PR to its roster after splitting with Cake

Sky adds Fever PR to its roster after splitting with Cake

Pay-TV giant Sky has added Fever PR to its agency line-up for a wide-ranging brief covering products and services.

Max Clifford trial jury to continue deliberations after Easter break

Max Clifford trial jury to continue deliberations after Easter break

The jury in the trial of celebrity publicist Max Clifford has been sent home for Easter and will reconvene on Tuesday for further deliberations about its verdicts on 11 charges of indecent assault.

Home Office brings in Munro & Forster to campaign against FGM

Home Office brings in Munro & Forster to campaign against FGM

The Home Office has tasked Munro & Forster (M&F) with supporting its campaign to eradicate female genital mutilation (FGM) as part of a wider retained brief.