The Department for Education and Skills (DfES) has handed Duckworth
Finn Grubb Waters a £7m brief to encourage young people from
underprivileged backgrounds into further education.
The project, dubbed 'Excellence Challenge', will involve the creation of
a brand identity and communications campaign spanning press, radio and
online activity. It is expected to launch in the autumn.
DFGW won the account after a four-way pitch against Abbott Mead Vickers
BBDO, Leith London and D'Arcy. Media planning will be handled by
'Excellence Challenge' will form a key component of the government's
objective of ensuring more young people remain in education beyond the
age of 16. By 2010, the government wants 50% of the under-30 population
to be in higher education.
DFGW's brief will focus on ensuring students from less privileged
backgrounds are not deterred from going to university by tuition fees
and living costs.