Adult Learners' Week plans PR and public affairs boost with Four

The National Institute of Adult Continuing Education (NIACE) has brought in outside PR and public affairs firepower for its last showcase week before the general election.

NIACE: Looking to put Adult Learners' Week on the political agenda
NIACE: Looking to put Adult Learners' Week on the political agenda

It is the first time the charity has appointed an agency to promote Adult Learners’ Week, which takes place in June and has been running since 1992.

A multi-disciplinary team from Four Communications will undertake an integrated PR, media relations and public affairs programme that will also promote NIACE's six-week Festival of Learning.

The hire follows a three-way pitch in which Four competed with a team assembled from its Four Colman Getty, Four Public Affairs and Four Cymru divisions.

NIACE's focus is on creating a "more explicit link" between the event and wider political debates around the issue of adult education, according to an agency figure involved in the pitch.

"It’s about linking PR and public affairs in a more joined-up way," they said, "especially with the fact it’s the last Adult Learners' Week before the general election, and there’s a real opportunity to influence debate going into that."

In addition to celebrating the achievements of the Adult Learners’ Week award winners, the campaign will underpin the crucial messages and issues around adult skills, economic renewal and social justice and raise its profile in the political arena.

Tom Stannard, director of comms and public affairs at NIACE, said: "Four's creativity, sector knowledge and integrated pitch fits perfectly with taking Adult Learners' Week to the next level. Above all, this will help us powerfully underline the transformational impact learning has on people's lives, society and on economic growth."

More than 5,000 events take place across England and Wales ahead of and during Adult Learners’ Week.

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