Campaign Breakdown - In our hands

Agency: Hill & Knowlton Client: The Learning and Skills Council (LSC) Timescale: Summer 2007 - ongoing Budget: More than £100,000

The lowdown

The Learning and Skills Council is using Hill & Knowlton to drive skills and learning higher up the business agenda. H&K has answered the brief by rolling out a campaign aimed at changing the attitudes of employers, consumers and stakeholders towards learning and developing skills.

Why is LSC doing this now?

LSC is responding to concerns that have been voiced in government and elsewhere. Back in December 2006 a seminal report by Lord Leitch said: 'The UK is on track to achieve undistinguished mediocrity... if it fails to upgrade the skills of its workforce by 2020.' The debate has continued to rage on since then.

Who is being targeted by the campaign?

H&K is targeting employers to make their workforce learn skills. The brief also includes the general public, so they are more aware of skills needed for a job.

The tactics

To reach the general public, branded goody bags containing information leaflets were given out at tube and rail stations nationwide, reaching 60,000 consumers in key urban areas. H&K is also partnering with The Mirror to run a national competition to find Britain's hardest working hands, showcasing examples of people improving their future thanks to new skills.

Any potential pitfalls?

Hill & Knowlton director Sara Price said: 'There has never been as much support for skills and training as there is now. However, our challenge is to convince the dismissive employers, unconcerned consumers, and sceptical stakeholders who must also make skills a top priority if we are to meet government targets.'