Central Office of Information recruits Nixon McInnes for social media brief

The Central Office of Information (COI) has appointed Nixon McInnes to devise and implement a social media campaign for the Department for Children, Schools and Families (DCSF).

Launching 'Guiding Lights' campaign: COI
Launching 'Guiding Lights' campaign: COI

The agency will be responsible for raising awareness of the new campaign 'Guiding Lights' with the aim of inspiring young people to see that entry into a wide range of professions is within their reach.

The alliance will see Nixon McInnes deliver strategy, web design, online PR and community management. The agency is working in conjunction with communications consultancy Kindred, which is delivering the traditional PR as part of an integrated strategy.

As part of the campaign, the social media shop will also seed content across social networks to target a younger audience.

Will McInnes, managing director, NixonMcInnes, said: 'Ask anyone what the best piece of career advice they had was, and they'll have an answer - no matter how "normal" or lofty their professional journey has been. To see a big government department like the DCSF changing with the times and taking that conversation and those tips into social media, engaging with young people where they are, is absolutely inspiring.'

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