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.

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