Geronimo to plug DCSF Diploma

The Department for Children, Schools and Families (DCSF) has selected Geronimo PR to handle a campaign to promote the new Diploma qualification for young people.

Gozzard: director leads account
Gozzard: director leads account

Geronimo was appointed following competitive pit­ches throughout July, managed by the Central Office of ­Information.

The agency is charged with increasing awareness and understanding of the new qualification, which
will be available to 14- to ­19-year-olds in selected areas across England from September 2008. By 2013, all young people will be eligible to study for the diploma.

Laura Oliphant, Geronimo’s managing director, said: ‘At the moment, we are just doing a media relations campaign in the trade press to support the diploma’s ­development. The main challenge is positioning it as equal to A-levels and ­other university-oriented qualifications.’

The account team is being led by director Lorna Gozzard and senior account manager Sharon Bange. They will report into Helen Honour, head of marketing at the DSCF.

Geronimo’s brief is part of a £3m consumer campaign, using a raft of marcoms agencies, to promote the diploma. The unifying proposition, ‘Bringing your learning to life’, will be used across all communication channels, including PR, radio, events, DVD, website and collateral material for pupils, parents, teachers and stakeholders.

The first five diplomas will be: Construction; Engineering; Society, Health and Dev­elopment; IT; and Creative and Media.

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