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Home > News > July 2007 > 10 July 2007

Campaign aims to change attitudes to skills and learning

A new campaign - 'Our future. It's in our hands' - that urges employers and individuals to take control of their future by investing in skills, was launched yesterday by secretary of state for innovation, universities and skills, John Denham and the Learning and Skills Council chairman, Chris Banks.

Speaking at the launch event in London , Chris Banks said: "The big message today is, don't get left behind. We want it to be as easy as possible for people to access information and understand what help is available for them to get the skills needed to get on in life and business.

"This new campaign brings all the LSC's existing activities under the banner of 'Our future. It's in our hands'. There's never been a better time for people to grab the training opportunities on offer with both hands and take control."

The three to five year communications strategy aims to help raise awareness and change attitudes to learning and signposts individuals and businesses to a range of skills programmes and training services managed by the LSC and many other partners. These include the Train to Gain service, Education Maintenance Allowance, Adult Learning Grant and apprenticeships.

The advertising campaign for 'Our future. It's in our hands' will appear on national and regional television as well as across print, radio, outdoor and online media from 9 July 2007 .

A dedicated phone line (0800 011 30 30) and website (lsc.gov.uk/inourhands) aims to ensure that people have easy access to relevant information about how to get better skills through different training opportunities available for young people, adults and employers.

The 'Our Future. It's in our hands' campaign forms part of the broader Leitch Implementation Plan 'World Class Skills: Implementing the Leitch Review of Skills in England ' which will be unveiled later in July.

Secretary of state for innovation, universities and skills, John Denham said: "This exciting new campaign is not just about improving skill levels, but creating a cultural change in the nation's attitude to skills.

"The Government has accepted the ambitious challenge to become a world leader in skills, and we are committed to achieving this. We have already launched the new Skills Pledge to employers and employees and this campaign will help build on that.

"The campaign encourages employers and individuals to invest more in learning and skills. Through a combined commitment and effort, everyone will benefit individuals, businesses and ultimately the nation's economy."

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'Our future. It's in our hands' website

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