The Learning and Skills Council (LSC) has teamed up four PR agencies with four ad agencies to pitch for the work.
Hill & Knowlton will work with Leo Burnett, Band & Brown Communications with Miles Calcraft Briginshaw Duffy, Cohn & Wolfe with M&C Saatchi and Fishburn Hedges with DDB.
‘We need to persuade people that if they are going to get on in life they need skills. We need to encourage people to learn, particularly the group of people we have identified who think learning is something other people do,’ LSC director of strategy and comms Rob Wye told PRWeek.
A report commissioned by the Government last year warned that aspects of the UK’s skill-base are weaker than those in other developed economies. Skills are measured in literacy, numeracy, basic and advanced qualifications.