B&B on vocational learning brief

Education foundation Edge has brought in Band & Brown to run its first consumer campaign.

Edge is determined to fight what it calls ‘the bias that exists towards aca­demia' by promoting vocational learning as a ‘doorway to the working world'.

B&B will use case studies of people who believe they took the wrong path when they opted to study at university instead of a vocational course.

Edge marketing director Vanessa Miner said the charity was determined to tackle ‘deep-seated prejudice and snobbery'.

She added: ‘Despite practical and vocational learning and skills forming the basis of UK industry, they are still seen as the poor relative of academic or university education.'

B&B managing director Gill Brown said a ‘hard-hitting' campaign would seek to challenge the perception that university is the best way to prepare for the workplace.

Parents, educators and young people will be targeted via a marcoms campaign involving B&B sister ad agency MCBD.

Two-year-old Edge is both  an educational foundation and a ten-year campaign. It also lobbies to increase support for pro-vocational training policy and funds educational bodies.

Edge retains Catalysis to handle communications for the Edge Foundation's sponsorship of academies and the Edge Awards.

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