Campaign breakdown - The Big Skill

Agency: Tribe Client: The Learning and Skills Council (East of England) Timescale: January-June 2009 Budget: Undisclosed

- What is the campaign about?

The Learning and Skills Council (LSC) aims to improve the skills of young people and adults to ensure England has a world-class standard of workforce. Following the launch of the Big Skill Awards in Norfolk in 2008, the LSC has rolled the awards out across six regions in the East of England, in partnership with BBC East. Sports presenter Ray Stubbs and East of England minister Barbara Follet are backing the campaign.

- Why is it happening now?

The awards ultimately raise awareness of the benefits of learning new skills - which is extremely topical given the current economic climate.

- Who is being targeted?

Businesses, individual learners and training providers who have improved their life or others' lives through learning.

- What has already happened?

The PR campaign kicked off with six county launch events and Ray Stubbs trying his hand at learning new skills. Journalists have been secured as judges and media coverage includes television and radio, local print and online.

- What's coming next?

Regional activity is under way to increase entries before nominations close on 30 April. In June, six day-long events will take place comprising a showcase of learning opportunities followed by an open-air awards presentation compered by Ray Stubbs.

- What challenges does the campaign face?

The Big Skill is open to anyone aged from 14 years upwards so the campaign has had to reach a diverse audience. In addition, entering awards may not be seen as a priority during a recession.

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