Public Sector: Campaign breakdown - School Governor Crisis Campaign

Agency: Clarion
Client: Business in the Community (BITC)
Timescale: September 2008 onwards
Budget: Pro bono

The lowdown

In the first quarter of 2008 BITC was asked to investigate the lack of school governors, especially in rural and deprived areas. The aim of the School Governor Crisis Campaign was to involve, educate and inspire people within the business community to become school governors, while dispelling the myths that becoming a school governor was a complicated task, and that the workload was too much for working people to take on.

Why is it happening now?

BITC's education unit, through research with Bath University, identified that school governance had been overlooked, there were 40,000 places unfilled (more than ten per cent) and strong school governance increased school performance.

Who is being targeted?

Government, the business community and the general public.

What has already been achieved?

A launch in Westminster on 12 October 2008 - the day SATS were dropped by the Government (the leading education news story of the day) - hit five national newspapers, a number of national and regional broadcasters including Radio 5 Live and BBC London, plus a range of regional newspapers and online media.

What else is being planned?

Clarion will continue to work with BITC to make governance a key part of the education agenda.

What challenges has the campaign faced?

The Government's announcement that SATS were to be dropped on the day of launch. Political parties releasing their own take on the research.

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