Skills group PR to target young over education options

The Learning and Skills Council (LSC), responsible for all post-16 education in England outside universities, is launching a summer campaign to raise awareness among young people of their choices following GCSEs.

Weber Shandwick’s youth marketing division, SLAM, has won the three-way pitch against Consolidated Communications and The Red Consultancy for a campaign to encourage teenagers to stay in some kind of education.

LSC head of external comms Sue Ashe said: ‘Effective communication will be in the lead-up to GCSE results. The thrust is to ensure young people know they have a choice: higher education is one of the options but there is also vocational training and modern apprenticeships.’

She added: ‘SLAM’s remit is for a summer campaign, but we want to run something throughout the year. For example, take-up of Modern Apprenticeships peaks in September or October, as people are looking for alternative work-training options.’

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