A PR campaign is to launch in support of a government loyalty card
scheme to tempt teenagers to stay in education.
'Connexions' cards, to be rolled out regionally from November and
available nationwide from September next year, offer incentives to 16 to
19-year-olds not to quit school.
These include shopping and travel discounts as well as prizes, gained by
clocking up attendance points through an electronic swipe-card system
set up in classrooms.
The Department for Education and Skills has handed outsourcing giant
Capita the £100m, seven-year contract to develop and run the
Fishburn Hedges will handle public relations, BMP BDD advertising and
Claydon Heeley direct marketing.
Gordon Tempest-Hay, who heads FH's five-strong team says the agency's
work will have a strong consumer youth focus.
'If it is to engage teenagers, this shouldn't be promoted as a
government scheme. It needs to have a good brand on its own, something
that they will want to have,' he said.
The north-east is to be the first region where the card will become
FH's work also includes liaising with groups affected by the scheme,
including teaching unions, education authorities and local
Tempest Hay said Capita is close to finalising contracts with a host of
high street stores, including McDonalds.
Football clubs will also be involved. West Ham United and Manchester
United have been approached to offer prizes of a day's training at their
facilities for high-scoring school attendees.
A website will also be set up for teenagers to check their points tally
and access career information.
Points are also accrued by carrying out voluntary work while in
Government figures show one third of all 16 to 19-year-olds drop out of