Agency: Miles Calcraft Briginshaw Duffy
Client: Edge
A UK-wide campaign ahs been launched to tackle parental prejudice against practical and vocational learning.
The national TV campaign for learning foundation Edge is the brainchild of agency MCBD and dramatises the problem of pushy parents who may be driving their children down an education road, which isn't right for them.
It will also highlight the options available for the one in five young people who think they have been pushed down the wrong learning path.
The ‘Another Way Forward’ TV campaign will be accompanied by a press campaign planned and bought by PHD and supported by a new website, edgecampaign.co.uk where they can find out more about the learning options available to young people.
PR support from Band & Brown Communications will announce research from Edge's 5,000-strong Parents Panel.
Initial findings reveal that fewer than a quarter of parents know anything about the range of education options available to their children, yet the majority of parents (57 per cent) would urge their children to pursue A-Levels and university.
