The agency has been briefed to run a two-phase campaign stretching into 2007. Initially it will focus on the benefits that music tuition can have on children's development and creativity.
FH associate director Sarah Schofield said the campaign would target primary-school children - a first for the foundation. ‘Recent studies have shown that four to five-year-olds are very responsive to music training, so we will focus on that group,' said Schofield.
The second phase of the brief centres on events celebrating the charity's tenth anniversary next year. EMI artists such as Coldplay, KT Tunstall and Gorillaz are in talks to perform.
Media relations will target music, education and trade titles, and mainstream press.
It is the first time the charity has used external PR since its launch in 1997.