The Campaign for Learning is seeking a PR company to help turn the UK
into a ‘learning society’ by the year 2000.
The nascent campaign, which has attracted strong support from
Government, commerce and academia, estimates it will need to raise
pounds 4 million annually to market its pro-learning message.
Campaign director Margaret Jack said she could not predict how much of
the pounds 4 million marketing target will go into PR but confirmed that
a public relations agency would be recruited. Jack said she envisaged a
late May pitch, to allow for the main national launch in September.
Jack said it was early to say what sort of agency would be recruited but
said she thought Addition PR, which is supporting this week’s business
launch, under the leadership of its joint MD Hilary Sutcliffe, would be
invited to pitch.
‘We have a high-powered marketing steering group under Andrew Seth,
former chief executive of Lever Brothers, and he is very involved in
deciding which companies we will appoint,’ said Jack.
She said that the campaign aimed to encourage consumers to take
responsibility for learning; to persuade education providers to be more
responsive to public demands; to get commerce to be more proactive in
promoting learning, and to encourage greater Government commitment.
The campaign, which is co-ordinated by the Royal Society of Arts, aimed
to recruit the support of 100 commercial organisations in the next five
years. It currently has the backing of 12 major UK firms, including
Sainsbury’s,and of 150 educational institutions.